Recently I ended up at a bar late at night. It’s a revered place called De Raum. It’s been well covered on the web so I’m not going to give a review of it here. What I will do instead is tell you the story of the ‘Teachers Reserve’. And how this business justifies an ultra price premium.
I asked the bar tender for something sweet, to help take the edge off after a heavy day – something night cap-ish. He said;
“I know just the thing. The Teachers Reserve. For those moments when you’ve done all you can, when the days been hard, and it’s time to reflect, quietly and possibly have a conversation in your own head. It’s not exactly social, but poignant.”
He then made up the drink and presented it in a manner which will make sense when you see the photo essay below. He furtively passed me the book, while he looked in the other direction – as if to say: ‘let this be our little secret’.
Classic theatre at transaction. I was delighted, and I didn’t mind paying the $25 for it.
Seth Godin has an interesting idea of being Famous to the Family. Which is similar to my definition of cool: the stuff that matters, to the people who care.
This short interview is a 5 minute investment worth making.
- Decide who your family is.
- Build them stuff they really care about.
- Enjoy doing it enough, to be able to continue without riches.
- Be patient.
Do stuff that people just have to tell their friends about. This I am about to do.
On Monday I had the pleasure of being invited to a restaurant for lunch with colleagues. The place is called Mr Price. It is run by Mr Price himself.
Upon entering you know you are about to have a different experience. An experience which is extremely unlike any other restaurant meal. The decor and mixed demographic alone is evidence of this:
As you can see from the photos above it could well be your favourite Aunties or Grandmas. But it’s Mr Price. And what Mr price does is open his restaurant (home?) in North Melbourne at lunch time only, 5 days a week. He only serves who ever gets the four tables he has – that’s it. Each table gets served once. He decides what to cook that morning which will include 1 entree and 2 main meals. if you don’t like it – too bad. (Believe me you’ll like it).
Mr Price comes out and greats your personally and provides you with the menu of what is available on the particular day. It will be given to you on a hand written piece of paper which he writes himself. He has very neat hand writing. He’ll have a nice old chat and is a very well spoken articulate man. Once you choose your meal, he retreats to the kitchen to cook it. Oh, he’s also the waiter.
At the end of the meal he comes around the tables and has a little chat. It was during this time that he told us that he likes to sleep in and after doing the dishes, he shuts the doors and goes home until the next day.
Mr Price is a nice guy. Mr Price provides an experience. Mr Price isn’t like other restaurants. Mr Price is remarkable.
What are you doing to make your startup remarkable?