The restaurant industry invented a concept I believe should be copied by every other industry: the signature dish. A signature dish helps consumers position the restaurant brand in their minds. Is it high end or low end? Is it ethnic or mainstream? Is it fast food or casual or white tablecloth? Is it basic or gourmet? A signature dish tells consumers a lot about what to expect should they venture inside the restaurant. In the outside world we call this strategy “focus,” and ...

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