What I really love about a food business, not just their food of course, is the story that makes up the brand, something that can connect to the consumers, thereby meeting their needs. I'll try my best to state some marketing facts in this article without being too deliberate, as I myself is still beguiled by the current state of our food industry, even as a business owner myself.
Learning From Unicorns
Let me ask you something, have you heard of unicorn branding?
I'm sure you know unicorns. They are beloved mythical creatures that look like a horse but dazzlingly adorned with a single horn on his head. With my recent chat with one of the owners of Pizza Grigliata, Chef Emman Galvez, I've learned that the seeming fantasy creature is now a metaphor in the business world. It stands as a reference to highly successful start-ups as coined by a US venture capital investor Aileen Lee.
