OBSERVATION
by Grace Jidoun
WHAT’S HAPPENING
- The people have spoken, and they want a sustainable, vegetarian/raw foods restaurant. Restaurant-to-be Elements is the first to crowdsource its theme and menu (Washington Post 7.26.08).
- The “crowd” (about 400 strong) is comprised of a random group of people who offer opinions on everything from the look to the logo on a community website. Though Elements’ owner, Linda Welch, reserves final decision-making power, she uses the comments as a guide. Indeed, Welch’s original plan for a 1,500-square-foot café was scrapped in favor of larger digs and a green theme.
- Community members earn points for participation. Those who accrue at least 1% of the total points are eligible for some kind of profit-sharing.
WHAT THIS MEANS TO BUSINESS
- Empowering consumers makes good business sense, but empowering potential customers is downright clever. Elements will have a loyal following (with a vested interest) once it opens for business. Transparency and control can build momentum and trust.
- But companies need to make sure they’re not catering to the whim of a select group of people, especially in this shaky market.
- Is the raw food movement hitting the mainstream? One thing’s for sure: diners are desiring more vegetarian options.
RESOURCES
