Tuesday 19 January 2010

Retail is detail

I wonder what it costs to convert a city centre pub into a pizza/pasta restaurant? Certainly a lot more than it costs to clean a few windows. So why invest in one and not the other?

We almost went to a new Norwich pizza restaurant last night. It's been reviewed in the local paper and is not part of a chain, so worth supporting.

The menu outside seemed OK but the view of the restaurant was not. The glass in the door had been half heartedly cleaned and was all smeary. So was the mirror on the wall just inside. It makes you wonder if the glasses and plates get the same treatment? We turned round and went to Pizza Express - the 'devil we know' instead.

Dirty windows suggests a lack of attention to detail. Windows are detail you can see. In a restaurant, there are plenty of places where you can't see people taking short cuts. 

As with anything new, people will only try it if it's clearly as good as what they're used to. The restaurateur saved five minutes - but it cost him a customer.

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