A trend story that goes all meta on the idea of trends.

Here is a photo of a KFC in Japan that serves a lot of alcohol, which is not actually part of the article I’ve referenced, but is referenced by the article I’ve referenced.

First question NBC Chicago asks: “Should your restaurant go ‘after dark?’”

But that’s followed by a gentle stroking of the author’s chin as he thinks it through: “If an event happens once, it’s a fluke. Twice, it’s a coincidence. Three times and it’s a trend. And folks, there’s nothing the people who write about news like more than trends.”

Clearly, it’s already gotten complicated.

Next thing that happens is, an interesting discussion pops up between the writer of the article, David Wolinsky, and Tom Denari, one of his interview subjects (and an Ad Age contributer), about what constitutes a trend.


“So, is this actually a trend? And is it something restaurant owners should start getting behind by the time 5 p.m. rolls around?

“Will more restaurants do this?,” asked Tom Denari, president of Indianapolis- based advertising agency Young & Laramore. “The restaurant category is probably the biggest copy-cat industry around. If a few restaurants start having success with late night, others will certainly jump in, too. Menu items are copied. Ads are copied. Price points are copied. The $5 footlong changed the price point that everyone reacted to.”

So: should you copy success? Or find your own way?

What if your own way is copying success?