Gourmet Business July 2017

Everybody loves a story. This seems to be particularly true of the Millennial generation, for whom there is a strong attachment to brands with stories that they can understand and relate to. It seems that product marketers, retailers, and manufacturers are also discovering this heightened awareness, and using it to their advantage to generate sales. 

My oldest daughter just returned home from college for the summer. When I offered to take her to dinner to celebrate her homecoming, I was surprised to learn that what she was craving above all else was a burger from Danny Meyer’s Shake Shack. This may not come as a shock to you, but you have to understand that my daughter strives to eat very healthy, and takes great care of her body. I was fully expecting to have to endure another quinoa bowl or salad with tofu or other plant derived protein for at least one more night. When I quizzed her to try and better understand her craving, and make sure she wasn’t trying to compromise on something she thought would be more to my liking, I was
taken aback by the answer. I received a complete explanation of the special ground meat blend that is used to make the burger, and learned the complete recipe for the famous Shack Sauce that it was topped with, and was even informed about the special potato roll bun. She had seen a whole video about the creation of the burger, and she genuinely seemed excited to enjoy one again. If she wasn’t aware of the story, I doubt she would have even stepped foot in the place to begin with. If you want to sell in this day and age, then you have to find a way to convey the story. 

In our world, the product story has relevance too. Later this month at the Las Vegas Market (come visit our showroom) and next month at NY NOW you will discover a great deal of products from all over the world that will have a unique story. The products I speak of are not ordinary products that are found in every retailer across this nation. They are products that are made with great care and with a special eye for design. Sometimes they are made with a purpose. I hope you take the time to not only look at the products, but also learn and understand the stories that inspired their creation and their creators. If you buy these products for your store, and display them along with a sign or tag that explains the story, their value will be perceived to be even higher than the price may suggest. You will sell more and make your store a destination for things that are special. And that is a recipe for success. 

Happy summer! 

David Spencer 

Publisher, Gourmet Business 

dspencer@gourmetbusiness.com