🍽 Food with a view?

One form of consumer research and product development is Jobs-To-Be-Done which tries to find why consumers *hire* a product or service. The JTBD uses the consumer’s demand to drive innovation rather than the producer’s supply.

This came up in movie terms when Peter Kafka asked if it offended director Sam Hargrave that he watched the movie on his phone. “No, it can’t,” Hargrave said, “We were very aware that everyone is going to have a different viewing experience of this.”

  • Supply side thinking approaches filmmaking as cinematic and movies to be watched a certain way.

  • Demand side thinking approaches filmmaking as storytelling, viewable on any device.

Some restaurants fell victim to supply-side thinking and suffered because of it. Each restaurant on the top floor of a hotel, said Jon Taffer, was not demand-side.

"It had become the dreaded 'special occassion syndrome'. You go there on your anniversary, you might go there on your birthday, but you're not going there more often than that. When hotels dropped restaurants on the top floors, they became subject to 'special occassion syndrome' which reduced frequency and destroyed their potential."

It makes sense to create a special place restaurant but that market is so much smaller than the one that *hires* for the related “dinner”.