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Running Your Business: Guerrilla vs. Gorilla: Independent Restaurant Operators Adopt Guerrilla Marketing Tactics to Shake Off the Chains By Eric Hahn
Independent restaurant operators represent the American Dream to its finest core. The individual distinction and character the independent restaurant operator brings to the American consumer, should never be outwit by the chains that daunt them. In the 1970’s the independent restaurant held a commanding 85% of the market share. During the 1980’s, chains perfected their strategies through their own survival, and mastered their ability to identify with consumer demand. Today, chains now hold 88% of the market share, leaving independents scrambling to find their voice in the industry.
In times like these, independent restaurant operators are finding themselves tough squeezed by the ever-growing restaurant chains.
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