Restaurant Competitive Advantage Part 1

00:06:59
https://www.youtube.com/watch?v=4JvMwpvHF_g

Summary

TLDRDans cette vidéo, Ryan Gromfin, expert en gestion de restaurant et fondateur de TheRestaurantBoss.com, insiste sur l'importance cruciale de l'avantage concurrentiel dans le secteur de la restauration. Il critique l'idée largement répandue que « bonne nourriture à bon prix » est une stratégie viable pour les restaurants, car elle ne permet pas de rester rentables. À travers l'exemple d'In-N-Out, une chaîne qui réussit grâce à un menu extrêmement simple et une grande efficacité opérationnelle, il montre comment cet avantage les distingue de leurs concurrents. Gromfin pousse les restaurateurs à identifier ce qui rend leur établissement unique et difficile à imiter, que ce soit par la qualité, l'efficacité ou la créativité. Il termine en sollicitant l'engagement via l'abonnement, le like et les commentaires sur sa chaîne, encourageant ainsi le partage de ses conseils professionnels.

Takeaways

  • 📈 Importance de l'avantage concurrentiel en restauration.
  • 🍔 Exemplarité d'In-N-Out dans la gestion simplifiée et efficace.
  • 💰 Critique de la stratégie "bonne nourriture à bon prix".
  • 🤔 Identifier ce qui rend votre restaurant unique.
  • 🎨 La créativité comme avantage concurrentiel.
  • 🔄 Continuer à innover pour rester en avance.
  • 🗨️ Encouragement à s'abonner et interagir sur la chaîne.
  • 📉 Difficulté à concurrencer sans avantage distinct.
  • 💼 Modèles d'affaires mis en avant par Ryan.
  • 🆕 Plus de contenu à venir pour approfondir le sujet.

Timeline

  • 00:00:00 - 00:06:59

    Ryan Gromfin explique l'importance de l'avantage compétitif pour les propriétaires de restaurants. Il critique l'idée de servir de la 'bonne nourriture à bon prix' car cela pourrait ne pas être viable économiquement. En utilisant un exemple d'In-N-Out Burger, il souligne que leur succès réside dans un menu simple permettant une grande efficacité et rentabilité, malgré une qualité qui pourrait être surpassée par d'autres mais à un coût et une structure impossibles à reproduire pour la plupart. Il encourage à déterminer ce qui rend son restaurant unique - que ce soit un processus, une efficacité ou de la créativité - pour empêcher la concurrence de pénétrer son marché. Ryan termine en demandant l'engagement de son audience avec un abonnement, un like et un commentaire, tout en mentionnant des ressources gratuites disponibles et un aperçu des services qu'il offre à travers ses plateformes.

Mind Map

Mind Map

Frequently Asked Question

  • Qui est Ryan Gromfin ?

    Ryan Gromfin est un auteur, conférencier, chef et restaurateur, fondateur de TheRestaurantBoss.com et ClickBacon.com.

  • Qu'est-ce qu'un avantage concurrentiel selon Ryan Gromfin ?

    C'est la raison pour laquelle les clients choisissent votre restaurant et ce qui rend difficile pour les concurrents de vous imiter.

  • Pourquoi In-N-Out est-il utilisé comme exemple dans la vidéo ?

    In-N-Out est utilisé comme exemple en raison de son succès à offrir des hamburgers de qualité avec une efficacité imbattable.

  • Que critique Ryan à propos de la formule "bonne nourriture à bon prix" ?

    Il critique cette formule car elle nuit à la rentabilité d'un restaurant, puisque vous ne pouvez pas offrir de la nourriture de qualité sans en faire payer le prix.

  • Quel est l'avantage concurrentiel de certains clients de Ryan ?

    Pour certains clients de Ryan, leur avantage concurrentiel réside dans leur créativité et capacité d'innovation continue.

  • Qu'est-ce qui est souvent copié chez les clients créatifs de Ryan ?

    Les idées innovantes qui sont copiées par d'autres, mais ils continuent d'innover.

  • À quoi encourage Ryan à la fin de sa vidéo ?

    Il encourage à s'abonner à sa chaîne, aimer la vidéo et laisser des commentaires pour favoriser la diffusion de son message.

  • Quelle est la difficulté de concurrence face à In-N-Out ?

    Il est difficile de rivaliser avec In-N-Out sur la qualité, la rapidité et le prix tout en restant rentable.

  • Quels services Ryan offre-t-il liés à la restauration ?

    Il fournit des formations gratuites et payantes via ses plateformes pour aider les restaurateurs.

  • Quel est le message central de la vidéo ?

    Le message central porte sur l'importance de définir et exploiter son avantage concurrentiel en restauration.

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  • 00:00:00
    Now forgive me for a moment, restaurant owners
  • 00:00:02
    'cause I'm about to go off on a rant here about your competitive advantage
  • 00:00:06
    and how important it is.
  • 00:00:08
    I'll explain more, right now.
  • 00:00:14
    Hey everybody! My name's Ryan Gromfin.
  • 00:00:15
    I'm an author, speaker, chef, restaurateur.
  • 00:00:17
    I'm the founder of TheRestaurantBoss dot com
  • 00:00:19
    as well as ClickBacon dot com.
  • 00:00:22
    And like I said, I'm about to go off on a rant here
  • 00:00:24
    but stick around, trust me, this is a good one.
  • 00:00:27
    What's your competitive advantage?
  • 00:00:29
    And don't tell me, "We serve great food at great prices".
  • 00:00:33
    Great food at great prices, you're going out of business.
  • 00:00:36
    Because you can't serve great food at great prices.
  • 00:00:39
    You can serve great food but then you have to charge for it
  • 00:00:42
    otherwise, you're not going to make any money
  • 00:00:43
    or you can serve at great prices
  • 00:00:47
    and be very competitive but that's a very different game.
  • 00:00:51
    The people who play the game
  • 00:00:52
    of, "We serve the best quality food at such great prices",
  • 00:00:55
    you're either not making enough money because you're not charging enough
  • 00:00:57
    or you're not serving as good of a food
  • 00:00:59
    as you think you are serving as good of a food,
  • 00:01:02
    whatever that means.
  • 00:01:03
    This is what I mean about competitive advantage.
  • 00:01:06
    Let's talk about In-N-Out for a second.
  • 00:01:07
    Maybe you've been In-N-Out, maybe you haven't,
  • 00:01:08
    maybe you've heard of them,
  • 00:01:10
    if you live in the United States,
  • 00:01:11
    you've heard of them, maybe you haven't,
  • 00:01:12
    if you haven't, look up In-N-Out.
  • 00:01:14
    But I'm gonna put a menu up for In-N-Out in a second,
  • 00:01:16
    here on the screen and you're gonna see something.
  • 00:01:18
    They serve one thing and one thing, actually three things.
  • 00:01:20
    They serve hamburgers, french fries, sodas and milkshakes.
  • 00:01:24
    Four things, sorry.
  • 00:01:25
    But really, they serve hamburgers that's the business they're in.
  • 00:01:28
    They don't even offer bacon on their hamburgers,
  • 00:01:31
    it is such a simple menu.
  • 00:01:33
    But because of that simple menu,
  • 00:01:36
    they're able to be very, very, very efficient.
  • 00:01:39
    Now, let me explain what I mean by that.
  • 00:01:41
    I talked to my clients all the time and I use this example
  • 00:01:45
    and I say,
  • 00:01:46
    "Do you think you can make a better hamburger than In-N-Out?"
  • 00:01:48
    and they go,
  • 00:01:48
    "Oh yeah, we do all the time. Like our burgers way better than In-N-Out."
  • 00:01:51
    Right.
  • 00:01:52
    Great!
  • 00:01:52
    I say so,
  • 00:01:53
    why doesn't anyone compete with In-N-Out?
  • 00:01:54
    Why don't you and I go out and open up a restaurant?
  • 00:01:57
    If we serve better, if we can make a better hamburger
  • 00:01:59
    than In-N-Out,
  • 00:01:59
    let's go do it. Right.
  • 00:02:02
    No one can compete with In-N-Out.
  • 00:02:03
    The numbers In-N-Out does are insane
  • 00:02:06
    compared to other burger restaurants
  • 00:02:08
    and the reason In-N-Out has almost no competition,
  • 00:02:11
    they have a few but I'm not going to get into it.
  • 00:02:13
    But at the level they're at, they have no competition,
  • 00:02:16
    the reason is,
  • 00:02:18
    we could make a better burger than In-N-Out.
  • 00:02:20
    In-N-Out, if you're watching this, we could make a better burger than you
  • 00:02:23
    but I don't think you care and here's why.
  • 00:02:26
    I cannot make a better burger than In-N-Out.
  • 00:02:31
    Serve it, the speed they do, with the freshness they do,
  • 00:02:35
    in the quality of a location that they do,
  • 00:02:39
    with the build-outs that they do it,
  • 00:02:41
    with the wonderful staff that they have
  • 00:02:44
    and still make money.
  • 00:02:47
    No way!
  • 00:02:48
    I mean, maybe if I got a hundred million dollar investment
  • 00:02:50
    from some investment bankers
  • 00:02:52
    and we spend a year or two years burning through cash like crazy
  • 00:02:56
    and trying to figure out this concept
  • 00:02:57
    and work out our entire distribution channels
  • 00:03:00
    from start to finish
  • 00:03:01
    and then we're gonna lose money for 10 years
  • 00:03:04
    because we need multiple locations to make this work.
  • 00:03:07
    But listen to me again.
  • 00:03:10
    It is not the burger that In-N-Out sells and it is not the price they sell it for.
  • 00:03:14
    It is the fact that they can do what they can do
  • 00:03:16
    at the prices they can do it
  • 00:03:18
    and still make money.
  • 00:03:20
    See, we could serve a better burger than In-N-Out
  • 00:03:23
    but we can't do it
  • 00:03:25
    with the quality of location, the quality of staff, the build-out,
  • 00:03:29
    the speed, the freshness
  • 00:03:31
    and still make money.
  • 00:03:32
    We could do it and charge a dollar more
  • 00:03:34
    and maybe make money.
  • 00:03:37
    But why is someone gonna come pay our dollar more
  • 00:03:39
    when they could go to In-N-Out
  • 00:03:40
    for a dollar or less and get the same thing.
  • 00:03:43
    So, there's really two things to learn here.
  • 00:03:45
    What is your competitive advantage?
  • 00:03:48
    Why are people going to eat at your restaurant?
  • 00:03:52
    And why is it going to be harder and harder and harder for competition
  • 00:03:56
    to come into your world?
  • 00:03:58
    You've got to think about that.
  • 00:03:59
    What is it?
  • 00:04:01
    Do you own a process?
  • 00:04:02
    Do you have a process for doing something
  • 00:04:03
    that no one else has figured out?
  • 00:04:05
    Right.
  • 00:04:05
    Is it efficiency?
  • 00:04:06
    Is it quality?
  • 00:04:07
    Is it creativity?
  • 00:04:09
    I have a client.
  • 00:04:09
    Their competitive advantage is simply creativity.
  • 00:04:12
    Everybody copies what he does
  • 00:04:14
    but he's always one year ahead of them.
  • 00:04:17
    He comes up with something, runs it for six or seven months,
  • 00:04:19
    then someone copies it,
  • 00:04:21
    then he comes up with something new
  • 00:04:22
    and something new
  • 00:04:23
    and something new and something new,
  • 00:04:24
    so everyone's copying him.
  • 00:04:25
    He's always innovating.
  • 00:04:27
    He doesn't care that they copy, that's great.
  • 00:04:30
    He's always innovating that's his competitive advantage.
  • 00:04:33
    What's yours?
  • 00:04:35
    I have more things to talk about here but this video is already going long,
  • 00:04:38
    so I think next week I'm gonna do a follow-up on it
  • 00:04:40
    and give you another example
  • 00:04:41
    that might help clarify this a little more
  • 00:04:44
    but competitive advantage.
  • 00:04:47
    Have a wonderful day.
  • 00:04:48
    I hope you enjoyed this week's training
  • 00:04:49
    and I look forward to bringing you another one
  • 00:04:51
    just like it, next week.
  • 00:05:00
    I want to thank you for watching that video.
  • 00:05:02
    If you can do me three really quick favors,
  • 00:05:05
    right now, very quick.
  • 00:05:06
    The first is, if you haven't already,
  • 00:05:08
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  • 00:05:13
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    Two, if you haven't liked this video,
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  • 00:05:43
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  • 00:06:57
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Tags
  • avantage concurrentiel
  • In-N-Out
  • restauration
  • efficacité
  • créativité
  • qualité
  • innovation
  • rentabilité
  • Ryan Gromfin
  • TheRestaurantBoss