This year Lichfield got a Michelin star.
Pretty impressive for a sleepy little market town.
Anyway last Friday I got a text from a friend out of the blue.
He was going, someone in his group was sick, and he wanted to know if I wanted a free seat at the table.
My response:
‘No thanks, brother.’
Now, since then and as I’ve told this tale to others it seems that most folks are in disbelief…
‘Chuck WTF?! It’s so hard to get in there! GO!’
Now, here’s the thing, I’m not one for pretentious food.
Emma once dragged me to some fancy place in the Lake District – I left hungry, empty and wanting BBQ.
Anyway, the point is this:
I’m 99% certain that the restaurant doesn’t care, and don’t want me or my BBQ anywhere near them…
… BECAUSE I’m not their ideal customer.
And herein lies the BIG lesson and your mantra for money this week…
While the mass will continue to be happy to sell anyone and everyone.
You my friend would be wise to consider that right now, and in the new rapidly emerging economy, NOT all money is created equal.
In fact, if history has proved anything, it’s that money is best made by appealing to the select few and then charging a premium for it.
… Especially in times like these and especially for those looking to bear down and drive on.
It’s the best way to profit from the stupidity of your competitors.
Probably why when it comes to this new restaurant in question, they are…
- Only open three nights a week.
- Only have seven tables.
- Only offer one menu.
… AND are fully booked until November 2022.
Not too shabby for a new business, in a new town, starting in a new economy.
Make More. Provide More. Be More.
Charlie Hutton
