Stop Selling Commodities

In the food and beverage world, a commodity is a product that's essentially interchangeable with others of its kind. Think of it like a loaf of plain white bread - it's a basic item that's easily replicated, difficult to distinguish and the only thing that sets one apart from another is the price. When products become commodities, it's a race to the bottom with businesses competing to offer the lowest price. But this approach can be a recipe for disaster, leading to thin profit margins and a lack of customer loyalty.

Before you get to work on transforming your menu, take a step back and take a hard look at what you're currently offering. Do you have any items that could be considered commodities - products that are essentially interchangeable with what your competitors are selling? Things like a basic burger, a plain cup of coffee, a bag of chips or a standard side salad? Now if you do, don't panic.

Having some commodity items is not necessarily a bad thing. Customers often expect and even appreciate the familiarity of certain staple menu items, like a bottle of Coke or side of crinkle-cut fries. The key is finding the right balance between those crowd-pleasing commodities and the unique, attention-grabbing dishes that'll make your restaurant stand out.

After all, you don't want your entire menu to be so exotic that it alienates your core customers. But you also can't afford to be lost in a sea of interchangeable offerings. The sweet spot is creating a menu that has a solid foundation of familiar favorites, complemented by innovative, signature items that showcase your culinary creativity and passion.

Here are a few strategies to try:

First, dress up commodity menu items with unique ingredients or combine them with distinct but familiar pairings. A simple burger can become a showstopper with the addition of a spicy kimchi topping or an over-easy egg. A grilled cheese can be paired with a vanilla tomato soup (I had this once while traveling over ten years ago and I still remember it!) A standard coffee shop can become a destination with intriguing flavor infusions like lavender oat milk lattes or cardamom-infused cold brew.

Another way to make your menu items shine is to emphasize local and seasonal sourcing. Simple ingredients like honey, avocados and peaches can be elevated just by sourcing locally. Also by highlighting partnerships with nearby farms or artisanal producers, you can create a sense of place and community that resonates with customers. Additionally, by rotating seasonal selections, you can keep your menu fresh and exciting, encouraging repeat visits from curious patrons.

Presentation is also key. Nothing commodifies like white foam cups and white foam clam-shell containers so stop using them. They cheapen the perception of your food, they are awful for the planet and everyone knows it. Invest in distinctive serving vessels, creative plating techniques, or eye-catching garnishes to transform even the most basic dishes into Instagram-worthy creations. This visual appeal not only distinguishes your product from a competitor's but also enhances the dining experience and serves as free marketing when customers share photos on social media.

Remember that not all customers are driven solely by price. Many diners are willing to pay a premium for unique experiences, novelty, and values-based offerings. Eco-friendly practices, like using biodegradable packaging or sourcing sustainable ingredients, can appeal to environmentally conscious customers. And storytelling around the origin of dishes or ingredients can create an emotional connection that justifies a higher price point.

By focusing on these differentiating factors - unique flavors, creative combinations, local sourcing, creative presentation, and values-based offerings - you can elevate your menu items beyond commodity status and create a loyal following of customers who are willing to pay a premium for a truly unique and exceptional dining experience.

Are you ready to make unique food and not commodities?

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