Google’s business model is currently lauded as the best thing since Enron, Bernie Madoff and Boston Chicken; while I’m not implying that Google’s practices are shady or inadequate, I do not think the Google Bandwagon is best for everyone.
Right now, Jeff Goetz and I are working with The Burrito Brothers Taco Company. It has subsisted as a local eatery in a college town on simple practices alone for twenty-five years. The food is homemade and the owners are friendly; they rely on word 0f mouth, instead of coupons or promotions, to advertise their delicious food.
Google is doing a lot of things really well right now–innovating and making money like no other company before. However, some of their practices would lead to years of potential lost business in a smaller company like the Bros. I cannot suggest that the Burrito Brothers put their secret Guacamole recipe online and open it for criticism. I do not want them to let people vote daily on the soup of the day or what the burritos should cost.
However, I would suggest that the restaurant know its identity as a local food place and maybe borrow some Starbucks Coffee ideas as being a Third Place to chill and enjoy the atmosphere. I also think it would be sweet if the menu was a digital and posted on a video screen on the wall. It could constantly change its prices and rankings based on the hour, the number of people in the restaurant, and the popularity of the food.
Some ideas would work and others would fail. Taking Google’s advice would be to try many new things and see what sticks, while staying true to one’s identity. This seems okay but there seems to be an inordinately large potential for loss. I do not mind Google’s serpentine arms reaching out and touching a lot of things in this world, but I don’t want them touching me, or my Burritos.
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