Are you focused on forming the right community?

Starbucks has done one thing very well. Do you know what that is? Did they create a community of consumers interested in their coffee? Did they focus on selling lots of coffee to consumers? Well, no. Actually, Starbucks created a community for community sake. Sure, coffee shops have tried to build communities for years, but no single coffee chain has been more effective than Starbucks. Again, it wasn’t the product; it was the community that jump-started their success. Alright, they want to sell some coffee, too.

Why should a community matter at your restaurant? The answer to this question is simple: IT MATTERS MORE THAN YOU THINK!

When was the last time you gave a Nod to someone driving the same car as you? Maybe you gave The Nod (or wink) to someone wearing the same Dockers. Or, should we bet that you gave The Nod to a fan of your favorite sports team. The Nod is community. Those addicted Starbuck drinkers know exactly what I’m talking about here. The same goes for Macintosh users, myspace.com participants and people who wear a lot of BLING. The Nod isn’t really the thing we have in common, but what the thing says about us. The Nod says:

“We are in the same club.”

And

“We’re part of a trend.”

And

“We only give The Nod to members.”

And

“We’ll give you The Nod if you join our group – no posers.”

The Nod means we give value to the attribute we recognize. In other words, by sharing characteristics we spot members of our tribe. And, we reveal a little more about ourselves to the public.

As a restaurant owner you can “earn” The Nod by asking yourself, “What does using my product say about the consumer?” If you don’t have an immediate answer to this question, you’re not alone. However, you should spend some alone time to figure out the answer. In that locked room, where you are alone, you might want to consider these Nod earning concepts and conversational scenarios:

-Unknown Treasure

-"Hey, buddy, you’ve discovered the Hour of Free ribs at the Rib Shack. That’s so cool that they do that, huh?”

-Coolness Factor

-"Isn’t it cool that we know that we are here at the Hour of Free ribs and no one else is?”

-Risky Business

-"Wow, wouldn’t it be a shame if the Rib House across the street knew about the Hour of Free ribs?”

-Fun Factor

-"I’m so happy that you’re into having fun at the Hour of Free ribs. It is the best time.”

-Expert Time

-"I think the Rib Shack has the best ribs. I think the Rib Shack steps up their rib production during the Hour of Free ribs.”

-Finer Things in Life

-"I’m happy about the Hour of Free ribs, but I would honestly pay for any hour of ribs at the Rib Shack. They are just that good.”

Again, The Nod does more than reveal part of your marketing; it says that the community is involved, discriminatory and atypical. As a restaurant owner, try to encourage The Nod in everything that you do! When you know The Nod, more people will connect strongly to your offering.