(source: video-Youtube.com)

This week, I attended Web 2.0 Expo aka Nerd Fest. Yes, I had Nerd Orgasm. Don’t get me wrong, I love nerds. They out scored me in my SATs during high school and act as the pillar of innovation. During middle school, flocks of nerds chased after me. They hunted me down for my Southern charm and artificial fruit roll ups. We had a nickname for them, CGC (Chinese Glasses Club). I’m such a nice asshole, an oxymoron worth taking note of. After all, they helped me built this blog.

After a few hours of incoherent words like Dynamic Enrichment, Open Source, and Ajax, I was about ready to pull out my hair and scream on the industrial streets of Moscone Center. There is no better way to relieve myself but to turn to deadly sin of gluttony. Strolling gingerly towards Bloomingdale’s shopping center, I encounter a short eatery row runway on Mission Street.

Leap frog past the Mel’s diner, a short stack of new eateries have opened. Reminding me of the pot pies in England, Cravery is a unique offering in the Bay Area. Aside from hot pies, they serve soups and salads. I met the owner Janice, a former software engineer. With a combination of nerdy looks blending math tutor charm, Janice clearly knows her stuff. Educated in England, she hopes to bring hot pie to mainstream. She serves me a small triangular sample of the classic chicken & mushroom pot pie. With a sturdy yet flaky crust, a velvety cream sauce infused with cherry marries a fresh earthy mushroom taste. The feeling: comfort food heaven without the oily after taste. “No trans fat!, she added.”

Janice along with her husband also own Ice Bee Yogurt next door. Think Pinkberry but self serve. I was willing to help give some exposure to their store, but staff worker Kenny wanted to wait till the Public Relations department. He just lost a chance at some free publicity. Janice on the other hand, understood the innovation behind the power of bloggers. Not only did she let me sample her food, she gave me a story to tell. She left corporate American and is taking a risk so that when she turns 60, she will have no regrets. Clap, clap.

Consultant Hat.
The location of Cravery is challenging. I have met the previous cafe owner that formerly occupied the spot Cravery is currently at. Food traffic is mostly from people parking in the parking lot. With Bloomingdale’s having a strong food court, restaurant owners have their hands full. Advice for Janice. Focus on your niche group. The British and Australian value home cooked offerings such as pot pies. Go to your local chamber of commerce and network with British or Australian x-pat clubs. Your targeted consumers then become your best word of mouth advertisers. Similar to Whole Foods, learn to target a niche group. I shopped at Whole Foods two days ago, they target the eco-friendly/tree hugger/yuppy/Patagonia loving group. Be observant, you never see high school urban kids shopping at Whole Foods. Guess what, they’re looking for spicy Cheetos at your local corner store. With the multi-billion food market, target and harvest your niche group.

Old school (not effective): Spend 10% of your budget on hiring a publicist, send a press release to major newspapers, pray to God that editors will write a story. Take a long time and expensive.
New school (most effective): Build relationships with bloggers. We are not censored and can write the freak what we want. So tell restaurants owners to open their eyes and understand the new innovation in marketing. Did I mention it’s free.

As mentioned in my about page, many variables make up the success of a restaurant. Experience + buzz + word of mouth + viral campaign. You can have the best food in the world, but if no one can find it, you’re not at a good place. Think Superman versus Invisible Man. Be Super.

The Cravery
829 Mission St.
San Francisco, CA 94103
(across from Bloomingdale’s at Westfield)
www.thecraverysf.com

60% off Gift Certificates at Restaurant.com. $25.00 Gift Certificates for $4.00 with code FLAVOR.

(Ends Today Thursday 4/24/2008)