The Ninja Restaurant: an interesting case which combines the experience factor and business reconceptualization

The majority of the followers of this blog have been reading books or articles about experience economy, especially what Pine & Gilmore propose. Such a concept may sound too strange at first glance, but it’s very inspiring, let me tell you!

Nowadays, most of us have our basic needs met. It’s precisely why we are always in search of something more, something special that is not ordinary stuff, occasions or experiences.

If we take into consideration the business of restaurants, we all know that the competitive arena is more and more hard to manage.

Within this business Italian players still have an outstanding source of competitive advantage, such as quality, lots of local specialties, sublime locations.

All this usually provides tourists with incomparable authentic taste experiences. We must preserve and enhance this huge heritage.

But what about the other Countries?

Well, in the US and in the biggest and most important metropoles in the world (even in some of ours) restaurants are constantly trying to improve their formula with exotic or bizarre details, in order to be perceived by customers as providers of amazing experiences.

They clearly want to attract customers for more than just the food and drink they offer.

In fact, they rely on a special mix of food, beverages, atmosphere, entertainment and… surprises!

An oustanding example?

The “Ninja Restaurant” in New York City.

I guess that the quality of the food this restaurant offers is pretty similar to any other ordinary Japanese restaurant. Actually, they go far beyond the standard formula of a restaurant by offering an uncommon experience.

And what does this experience consist of?

Everything is clearly based on the Ninja theme. As you enter the restaurant a Ninja warrior is waiting to pop out and scare 160you. Then, while you are having dinner, many other unexpected things happen.

I tell you, they will try to kill you! But don’t worry, it’s just a joke! Or isn’t it? Who knows…

All this is interspersed with acrobatics and magic.

This is also a particular form of business reconceptualization, which is a theme we already discussed in our analysis of the Wegmans case.

Fulvio for Experyentya

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