JOURNEY 6

Choosing Your Signature

Why Being Known for One Thing Is Better Than Being Average at Twenty

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Chapter 6

Can You Become Famous for One Thing?

One of the biggest temptations in the food business is to offer everything.

A new entrepreneur sits down to prepare a menu.

Soon the list becomes longer and longer.

Breakfast.

Lunch.

Dinner.

Chinese.

South Indian.

Italian.

Snacks.

Desserts.

Beverages.

Special Meals.

Party Orders.

Before long, the menu runs into several pages.

The entrepreneur feels proud.

The customer feels confused.

Having a large menu does not necessarily make a stronger business.

In many cases, it creates exactly the opposite effect.

More ingredients.

More inventory.

More wastage.

More staff training.

More inconsistency.

More chances of disappointing customers.

Instead of becoming excellent at one thing, the business becomes average at many.

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Customers Remember Specialists

Think about the food businesses you admire.

Ask yourself one simple question.

What is the first product that comes to your mind?

Most probably, only one or two items.

That is not a coincidence.

That is market positioning.

Customers love specialists.

A specialist gives confidence.

People feel,

"If this shop is famous for this one product, it must be really good."

Trust increases automatically.

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Mentor's Reality Check

A customer may visit you because of one famous product.

Once they trust you, they will happily try many others.

Never try to sell twenty products before earning that trust.

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One Product or Twenty?

There is no universal answer.

It depends upon the stage of your business.

Stage One

Become known for

One Signature Product.

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Stage Two

Add

Three Supporting Products.

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Stage Three

Develop

One Complete Product Family.

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Stage Four

Expand carefully into related categories.

Growth should always follow reputation.

Not the other way round.

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What Makes a Signature Product?

A signature product is not simply your favourite recipe.

It should satisfy several conditions.

Customers remember it.

Customers recommend it.

Customers return for it.

You enjoy preparing it.

It gives healthy margins.

It can be prepared consistently.

It reflects your identity.

If a product satisfies most of these conditions, it deserves serious consideration.

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Different Businesses Need Different Signatures

A Home Chef may become famous for

Traditional Rajasthani meals.

Authentic Bengali sweets.

Healthy lunch boxes.

Festival foods.

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A Cloud Kitchen may become known for

One outstanding Dal.

One Biryani.

One Paneer dish.

One regional speciality.

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A Caterer may become famous for

Wedding desserts.

Live counters.

Traditional thalis.

Corporate lunches.

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A Cooking Teacher may become known for

Bread making.

Regional cuisine.

Healthy cooking.

Baking.

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A Food Influencer may become recognised for

Street food.

Traditional recipes.

Quick meals.

Food science.

Healthy cooking.

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A Spice Business may become famous for

One exceptional Garam Masala.

One outstanding Chaat Masala.

Premium Turmeric.

Authentic regional spice blends.

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Menu Engineering Is Not About Mathematics

Many people think Menu Engineering is only about profit margins.

It is much more.

It is about deciding

What should attract customers?

What should generate repeat purchases?

What should create profits?

What should build your reputation?

Every product has a different role.

Not every product needs to become a bestseller.

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The Power of Saying No

One of the hardest decisions for an entrepreneur is refusing customer requests.

Can you make pizza?

Can you prepare Chinese food?

Can you add sandwiches?

Can you start bakery items?

Every "yes" increases complexity.

Sometimes the strongest business decision is a polite "no."

Because saying "no" protects the quality of what made you successful in the first place.

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Opportunity Spotting

Observe the three most successful food businesses in your locality.

Ask yourself,

"What is the one product for which people remember each of them?"

You may discover that their biggest strength is not variety.

It is clarity.

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Your Signature Can Change

Do not worry about choosing the perfect signature on the first day.

Many successful entrepreneurs become famous for products they never originally planned to sell.

Customers often make that decision for you.

Watch carefully.

Which product do they repeatedly recommend?

Which product receives unsolicited appreciation?

Which product creates repeat orders?

Sometimes your customers discover your signature before you do.

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Building Around Your Signature

Once your signature product becomes popular, build related products around it.

If your signature is Dal, add rice, breads, accompaniments and meal combinations.

If your signature is Pickles, introduce spice blends, chutneys and gift packs.

If your signature is Healthy Breakfast, gradually add healthy snacks and beverages.

Expand naturally.

Not randomly.

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The Signature Pyramid

I would like to introduce a very practical way of thinking.

Level 1

One Hero Product

The product that makes people remember you.

↓

Level 2

Three Companion Products

Products that naturally go with your Hero Product.

↓

Level 3

One Complete Experience

A meal.

A celebration.

A gift hamper.

A cooking class.

A tasting session.

↓

Level 4

A Trusted Brand

People now trust your name, not just one product.

This is how strong food businesses are built.

One satisfied customer at a time.

One memorable product at a time.

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Before You Move to Journey 7

Think

If people remembered you for only one food item, what would you want it to be?

Observe

Visit five successful food businesses.

Identify the one product that defines each of them.

Do

Write down ten products you could sell.

Now ask yourself,

"Which one has the greatest potential to become my identity?"

Keep only one at the top.

That is your first candidate for becoming your Signature Product.

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Ready for Journey 7?

You have now decided what you wish to become known for.

The next question is equally important.

Where exactly are your customers located, and how large is the market around you?

That takes us to the next journey:

Understanding Your Catchment Area.

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Co-Author's Suggestion

I think there is one powerful concept from our own business thinking that we should introduce here and carry throughout the book.

There is a difference between a Hero Product and a Hero Business.

A Hero Product attracts customers.

A Hero Business earns profits through everything that follows.

For example, a famous Dal Tadka may bring customers to your cloud kitchen. 

Once they trust you, they begin ordering rice, breads, desserts, party platters and festival meals. In other words, the Hero Product opens the door, but the Hero Business builds the relationship.

I think this is a very practical way of understanding market positioning by first-generation entrepreneurs without using marketing jargon like "loss leaders" or "brand anchors." 

Mentoring Team

Hello Kisan Food Innovation Lab