![]() Eli’s Place may not be as visually appealing as other restaurants, but it serves beautiful food So what does Dennis Apodaca do? In 2015, he renamed his restaurant, eschewing the well-established and nationally known brand name Sophia’s Place in favor of Eli’s Place. Being featured on Diners, Drive-Ins and Dives is generally worth a fortune to any restaurant. Eli’s Place received an enormous boost to its brand identity in 2008 when the Food Network came calling. ![]() It needs to be carefully cultivated to ensure it properly and authentically reflects the values, attributes and passions of a business. A brand is one of the most valuable and important assets of a restaurant. From a marketing perspective, it just shouldn’t work as well as it does.Īny Marketing 101 student can tell you, for example, the importance of brand identity. “Easy assignment,” you think to yourself, “Eli’s Place is successful because it serves some of the best, most delicious food in Albuquerque.” Your research quickly reveals, however, that Eli’s Place actually violates many of the time-honored, trusted and fundamental marketing tenets of growing and successful businesses. Essentially you’ve got to figure out the rhyme and reason behind the restaurant’s success. Picture yourself as a first-year marketing student assigned by your professor to perform a marketing analysis of Eli’s Place and its enigmatic chef-owner Dennis Apodaca. Please click here for the updated review. NOTE: In March, 2018, Sophia’s Place reopened. Dennis and his daughter, the lovely Sophia at the viewing of the Diners, Drive-Ins and Dives episode featuring his outstanding restaurant (Photo courtesy of Sandy Driscoll)
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