You know what I love? I love that even after all this time, nobody can agree completely on what makes customers trade money for food.
Not the professsionals with their PowerPoint decks and marketing MBAs and Effie Awards and years of experience.
Not the directors who specialize in super close-up, slowly rotating shots of perfectly groomed food mounded meticulously or mysteriously flying through the air.
Not the random batches of regular folks convened in focus group rooms across America. Not the kid who inherited his or her parents’ successful restaurant and is scared to death to try anything different for fear it might break the spell. Certainly not the food critics for The New Yorker, nor for Indianapolis Monthly, nor for Yelp.
Not even the elderly Presbyterian ladies in church basements whose self-esteem is tied to whether you take a bigger scoop of their homemade mac and cheese, or of Connie Musgrave’s green bean casserole.
That’s beautiful, isn’t it?
It’s certainly worth taking a look at what people are trying, though, and how they’re communicating it.