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Creating Buzz with Unique Offerings

The document discusses how creating something remarkable and shareable can help a business stand out and catch on. It tells the story of a restaurant owner who launched an expensive $100 cheesesteak to generate buzz for his new upscale steakhouse in Philadelphia. The extravagant sandwich used high-quality ingredients like Kobe beef and lobster and was served with champagne. The $100 cheesesteak created a buzz that spread through media and attracted celebrities, helping the restaurant to thrive despite challenges facing new businesses.

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72 views1 page

Creating Buzz with Unique Offerings

The document discusses how creating something remarkable and shareable can help a business stand out and catch on. It tells the story of a restaurant owner who launched an expensive $100 cheesesteak to generate buzz for his new upscale steakhouse in Philadelphia. The extravagant sandwich used high-quality ingredients like Kobe beef and lobster and was served with champagne. The $100 cheesesteak created a buzz that spread through media and attracted celebrities, helping the restaurant to thrive despite challenges facing new businesses.

Uploaded by

bobomurodivabdulloh57
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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WHY DO SOME THINGS CATCH ON?

Howard Wein had plenty of experience in the hospitality industry when he moved
to Philadelphia in March 2004. He had earned an MBA in hotel management,
assisted in launching the "W" brand for Starwood Hotels, and oversaw the food
and beverage division, generating billions in revenue annually, but he was tired of
the corporate world. He wanted something smaller, like working in a restaurant. So
he moved to Philly to help create and launch a new steakhouse called Barclay
Prime. The concept was simple: Barclay Prime had to be an exceptional
steakhouse. Located in the most upscale part of downtown Philadelphia, its grand
entrance was adorned with marble. Instead of regular dining chairs, patrons sat on
luxurious sofas around small marble tables. The menu featured an extensive raw
bar offering East and West Coast oysters, Russian caviar, as well as delicacies like
truffle-whipped potatoes and line-caught halibut flown in overnight from Alaska.
Wein understood that good food and atmosphere alone wouldn't suffice.
Restaurants, like most small businesses, face challenges, with many closing within
the first few years of operation. Expenses are high, competition is fierce, and
getting the word out is tough, especially without significant advertising budgets.
To stand out, Wein needed to create buzz for Barclay Prime. But how? He found
the answer in a hundred-dollar cheesesteak.The traditional Philly cheesesteak,
available for a few dollars at numerous sandwich shops and eateries across
Philadelphia, is a simple recipe: chopped steak on a hoagie roll topped with
Provolone cheese or Cheez Whiz. Wein decided to elevate this classic dish to new
culinary heights and attach an attention-grabbing price tag. He used a house-made
brioche roll with homemade mustard, thinly sliced Kobe beef, caramelized onions,
heirloom tomatoes, Taleggio cheese, shaved black truffles, and butter-poached
Maine lobster tail. To make it even more extravagant, he served it with a chilled
split of Veuve Clicquot champagne.
The response was overwhelming. People didn't just try the sandwich; they couldn't
wait to share the experience with others. The buzz around the hundred-dollar
cheesesteak spread like wildfire, attracting attention from media outlets like USA
Today and The Wall Street Journal. Celebrities like David Beckham and David
Letterman couldn't resist trying it. This simple sandwich became a conversation
piece, helping Barclay Prime thrive despite the odds.
The success of the hundred-dollar cheesesteak demonstrates the power of creating
something remarkable and shareable to make a business stand out and catch on
with the public.

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