Manifesto for Visionary
Brands
1. Be a Leader, Not Just a Manager
In today’s foodservice landscape—where technology, consumer
preferences, and sustainability pressures are constantly shifting—leadership
isn’t optional; it’s the engine that drives growth. Example: Brands like
Sweetgreen and Chipotle thrive because leadership pushes bold
concepts—digital-first ordering, supply chain transparency, sustainable
sourcing—while empowering their teams to innovate.
2. Know What’s Under Your Umbrella
Clearly define the business you’re in—not just the food you
serve, but the problems you solve. Example: Starbucks isn’t just in the
“coffee” business; it’s in the “third place” business—offering comfort,
connection, and consistency.
3. Get and Stay Close to Your Customer
Your guests’ expectations evolve fast. Use data, not
guesswork, to understand them. Example: Domino’s “Pizza Tracker” created
transparency and strengthened customer connection.
4. Know Your Playing Field
Understand market forces, from ingredient costs to tech
trends. Example: Burger King’s early adoption of plant-based offerings gave it
a competitive edge.
5. Know Your Real Rivals
Competition is everywhere—meal kits, grocery hot bars,
delivery apps. Example: 7-Eleven’s fresh, chef-inspired meals challenge QSRs at
lunch.
6. Use the Element of Surprise
Break out of the box and create buzz. Example: Taco Bell’s
Mexican Pizza comeback was a masterclass in hype and timing.
7. Focus, Focus, Focus
Avoid distractions that dilute your identity. Example:
In-N-Out’s tight menu keeps quality high and loyalty fierce.
8. Concentrate Your Resources
Invest in initiatives with the biggest impact. Example:
McDonald’s digital platform drove record engagement.
9. Stay Mobile and Agile
Adapt quickly to shifting habits. Example: Restaurants that
pivoted to family meal kits in 2020 often survived or grew.
10. Advance and Secure
Play offense, not just defense. Example: Shake Shack’s
deliberate drive-thru rollout ensured quality and brand integrity.
“Things do not change; we
change.” – Henry David Thoreau
In foodservice, success is never an accident—it’s the
product of foresight, disciplined execution, and a willingness to evolve.
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