Laura Ries
Laura Ries

Successful start-ups keep a narrow focus

Marketer Laura Ries offers thoughts on the merits of keeping a restaurant menu simple in the early days of the business.

“Breakout Brands” was the subject of a recent Nation’s Restaurant News special issue. The editors picked 50 concepts ranging in size from a couple of units to 75. Each was chosen because it had an interesting point of difference and demonstrable expansion plans.

Imagine — 50 restaurant brands, each with an interesting point of difference. What other industry can generate so many new concepts in such a short time frame?

Obviously, few of these c

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