Have you ever noticed that not all tacos are created equal? Taco Bell is perhaps one of the most widely known taco purveyors in the United States. You can find one in almost any city. They are cheap. They are convenient. They have drive-thru lanes. They make buying a taco super convenient. That’s probably where the buck stops. I don’t think anyone ever phoned their mother or best friend to describe how glorious a taco was that came from Taco Bell.
However, have you ever had a street taco or a taco that came from a food truck parked on a corner and thought to yourself, “This is the best taco I have ever had in my entire life.” How can that be? Taco Bell is spending hundreds of thousands of advertising dollars trying to get you to come and buy a taco and here is a little independent guy selling out of a truck or even a simple cart doing it better. He probably doesn’t even have a budget for marketing and has no interest in what his Yelp ratings are.
Instead, he is focused on one thing and one thing only. The quality of his food. Chances are, he is the guy that is buying his meat on a daily basis from a butcher. He is picking up fresh onions and cilantro every day that has recently been picked from the farm. He is hand preparing everything with the freshest ingredients. Odds are high that he is making his own tortillas each morning. You can taste the difference. The beans and rice are made fresh daily and they are not coming out of a can or a plastic bag. This is a tender love and care operation, not a mass food line assembly.
What’s your business serving up? You know you fight the same battle as Taco Bell. There is someone else down the street selling the same product you are, delivering the same service you are and doing it the same way that you do. What makes you different? What makes your taco a better taco than the guy down the street?
Whether you’re chartering party buses, selling wedding rings or renting uniforms to people, your flavor has to be better than the guy down the street. You have to keep the ingredients fresh. You have to concentrate and focus on what you do to be better than anyone else doing the same thing you are doing. It doesn’t take a Taco Bell marketing budget to achieve local success. It takes intent focus and delivering the best flavor experience for your customer. You might stop at a Taco Bell because it is convenient but when you want the best taco in town, you will scour your city looking for that one single food truck that delivers that taco. Do you really care how much it costs? Probably not!