Spicy Bite…and More.

June 10, 2010 By 1 Comment

One of my favorite places to eat in Saskatoon is Spicy Bite. The food is to die for. Spicy, delicious Karachi soul food. Home cooked and quite unique. Culinary art. If you don’t believe me just ask the Boston Globe.

However, I’m sad to say that they have a marketing problem. Their sign proclaims: “Spicy Bite. Karachi Soul Food and Pizza.” Spicy Bite doesn’t need the ‘and pizza’. Even if their pizza is fantastic. And, yet we often see this approach with many entrepreneurial ventures.

Entrepreneurs have a problem with focus. They think that if they hedge their bets by trying to do a bit of everything they will eventually hit it big with one. The problem is that this rarely works. It spreads your scarce resources too thin and eventually you can’t sustain what you originally set out to do.

For every pizza Spicy Bite makes, they are distracted from their destiny: making great Karachi soul food. Each pizza equals less time to cook their delicious naan.

Resist feature creep and the reward will be the time to create art. Succumb to it and soon your sign will be a long list of ‘and mores’.

Filed Under: Marketing Strategy
  • http://twitter.com/PennyMcKinlay Penny McKinlay

    I agree in principle with the concept of focusing on one central idea, and I think the restaurant is a perfect example . . . . But, I find it very difficult to apply personally – to my freelance business or to my blog. I am interested in and skilled at a wide variety of different things. And I believe that the combination of different skills and experience is what makes me unique and is my greatest contribution. But it is very difficult to package and market that.