I was in New York City, lining up at Dominique Ansel, the patisserie that invented the cronut.

I got there early, before it opened, so I wouldn’t have to wait. Upon turning onto the street, though, I was met with a line of people snaking down the street.

I got in line, anticipating the wait would be 30 minutes.

30 minutes later, I thought, Don’t worry. I’ll probably only have to wait another 30 minutes.

An hour and a half later, I got my two cronuts, which frankly weren’t worth the wait. Yet, I’m still talking about the experience today.

When we feel compelled to talk about a farm, drink, food, and hospitality businesses, they usually have a hero product, an offering where we go, “Hot dang. You HAVE to try (insert offering here).” There are plenty of examples, from specialty coffee, an obscure (or SUPER cheap) beer to a unique wine varietal.

Many cafes in my neighborhood just try and do good coffee and staple items. But as more and more cafes open, these merely ‘good’ cafes get quiteir. ‘Good’ is no longer good enough.

We have to specialise in something. We have to dig deep and create something no one else can offer. Only then will they talk about us, and our other products and services will become well-known too.

Hi. I’m a copywriter and brand message strategist for hospitality, farm, food, and drink businesses who want to tell a better brand story.

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