An article focusing on clientele perception as a route to market.
Lord Sainsbury was the Chairman of a major supermarket chain in the UK.
He was once asked:
“Is the Sainsbury’s supermarket offering for the middle classes or for everybody “
The interviewer stated categorically “His brand would be damaged irreparably”
Many argue to this day that the brand never recovered from that statement.
So how a Business owner or Chairman perceives his clientele is critically important.
Using restaurateurs as an example, it’s probable that route to market and the target clientele will define the prosperity of a huge swathe of eating establishments in the future.
Especially if a restaurateur wants to do business with the majority section of potential clientele on their smartphone.
Much like Lord Sainsbury defining his supermarkets were “a shop for all”
A Restaurateur must firstly define if he can afford to wait for the customers to return.
Because if he cannot he has choices.
Restaurant food is not enough.
One: Are we a dining restaurant only and probably go bust ?
Two: Can we offer take away food?
Three: Can we deliver food?
Many restaurants have chosen to wait, but they cannot wait any longer, they are bleeding cash.
Some food establishments have opted for somebody else’s business model such as Bolt or Wolt, Deliveroo, Just eat and the like.
The upside of this is that your target clientele or who you perceive as your new customer base is relatively happy ordering on their Smartphone.
The downside is that the Restaurateur is paying 30% of the food cost directly to somebody else’s business model.
The food delivery business model is built on data capitalisation.
In other words the individual Restaurateur is donating his/her client data to another business model for FREE.
Restaurateurs do have other options:
One: invest in their own delivery APP
Two: Use the features and components of the APP to satisfy their Smartphone user target audience.
Use QR, SMS, Notifications, Driver notification, digital loyalty card, low cost payment gateway, APP in APP hosting, opt for a non-downloadable Progressive Web APP