It never ceases to amaze me how some Venture Capitalists are so fervent to invest in the next "It" concept at any cost. They see the opportunity, hire a team, artificially inseminate a new brand and BAM - a concept is born. According to the article by Lisa Jennings,
A new wave of “Chipotle-style” concepts are looking to find success by adapting the fast-casual burrito chain’s business model to different cuisines in order to fill holes in the market.
And why not? As much of the restaurant industry struggled during the past few years, Chipotle Mexican Grill churned out quarter after quarter of positive results, ending 2010 with a same-store sales increase of 9.4 percent, and securing its place as a business model to be imitated.
To myself and many others, moves like this dumb down concepts and makes the competitive landscape muddled down with mediocre food, quality and experience. Hey, I'm all for food consumerism if the field boasts players that have valid beginnings with heritage and hard work, but many of the brands nowadays is as core to concept as the fifty something brands of energy drinks that line the coolers of your local Mini Mart. That 32 ounce Monster Devil Loko Wolf Amp Caffeine Blast thingamajig has some real pizazz.
It just makes you understand that most concepts that endure strong earnings and loyal customer bases have a rooted base in something fundamental outside of branding a concept for the sake of expanding the field and offer a competitive alternative. It's always about the food, first and foremost.
