I’m a big fan of breakfast food. Any time of day I can happy fill my belly with a good omelet, side of hash browns and a good cup of coffee.
Finding an inexpensive place to get these goodies isn’t difficult. Finding a high quality place IS difficult.
My favorite joint is inexpensive, but not high quality. It’s my favorite because Bob (the owner and cook) remembers my name and inquires about my life each time I dine. I feel like a valued customer. A friend, even.
But the food, though prepared well, is a bunch of loveless commodity ingredients.
Instant, unseasoned grits.
Bagged hash brown potato cubes.
Bacon, eggs and produce direct from a large distributor.
Flatware that bends as you try to spear a crispy potato.
Coffee that comes in prepacked filters imprinted with a name such as “Superior Coffee”.
Bob is the reason this place gets my business and the business of many others who love being ‘seen’.
But what if the food was high quality? What if the grits were locally stone ground and seasoned? What if the potatoes has personality? What if the produce and eggs came from one of the stalls at the farmers market just down the street? What if the plates and flatware felt good in your hands?
Would you pay 15% more for an experience that had love through and through? I know I would.
But really, I wonder how Bob would feel. Knowing he serves superior food with soul and a story. Would he feel proud? Or would he groan at the extra preparation required and having to reprint menus and raise prices and source food? Would his customers object or tell their friends?
I’ll bet Bob, with his charisma and excellent relationships, could pull off such a change. And I’ll bet he’d increase profits substantially. And I’ll bet he’d feel more fulfilled in his work.
Because he IS his work, and better is better.