Summery -
Surviving in the saturated market is very difficult, if you don’t have competitively superior area on your business or idea.
In the article, however, he, the owner of the restaurant, makes remarkable success only with his idea. Actually the idea originally comes from social movement. The reason of movement was to create employment opportunities for blind and visually impaired people, and the first venture, the blindekuh in Zurich, opened in 1999 and is claimed to be the world’s first dark restaurant. Since then, the restaurant concept has been subsequently replicated elsewhere, including Paris, Berlin, London and multiple cities in Canada, United States, Russia and Australia, also in China. However, this dark restaurant (Whale Inside Dark Restaurant - Jujingdu Hei'an Canting; literally big whale stomach dark restaurant) in the central business district's funky Jianwai Soho complex, does not hire a blind people. He just thinks about the business, he took only the concept – meal in the darkness.
How he made success?Right target and understanding of target market
Founder of the restaurant, he was not a person actually start this business. It was started by European country and they start it to get an experience suffering of disable people and give opportunity of work to the blind people . However, as he targets the young professionals who are willing to pay for special event, it would not be succeed when he just copy what European do, because Chinese relatively less interested in critical mind toward disable people.
Founder of the restaurant, he was not a person actually start this business. It was started by European country and they start it to get an experience suffering of disable people and give opportunity of work to the blind people . However, as he targets the young professionals who are willing to pay for special event, it would not be succeed when he just copy what European do, because Chinese relatively less interested in critical mind toward disable people.
As a business model to making a benefit, dark restaurants in china hired employee who has experience but who are not blind. So, when they serve the customer, they use night vision goggles so they can give a service in the darkness.
Conversion of idea and modification for targeted market can bring an opportunity to create new niche market.
Conversion of idea and modification for targeted market can bring an opportunity to create new niche market.
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