Hello Bootstrappers,
I am back after rebooting Shack. It is a 14 years old project. I got lucky. Friends, family and countless bootstrappers have helped me build Shack Coffee Co.
I have also shifted this newsletter from Mailchimp to Substack. The Bootstrappers will share the stories about bootstrapping.
Let’s start.
“What’s new on the menu?”
New items on the menu is arms race of the food industry. Businesses think that it attracts more customers, which increases sales. Big menu restaurants and cafe end up serving inferior food and coffee.
Beyond Trends
I see value in small menu, so do our customers. We did not rush to serve matcha, while it’s a rage. We only make four panini. Others have more than thirty panini on the menu. We did not serve espresso with orange juice or cranberry juice. We have never used condensed milk. We trust our guests to discern between a shiny trend and delicious coffee or food. For example, we only serve one bakery item: Olive Oil Cake.
Food lovers still queue at Old Delhi restaurants with small menu. Our desi QSRs have small menu. Bengaluru has more than seven thousand darshinis. They dish out a similar menu of idlis, dosa, upma and rice dishes. Mumbai has thousands one item menu shops. They serve vada pav.
Not Just India
Rasing Canes only sells chicken fingers
They recently took over KFC in sales. Their menu has chicken fingers, fries, one toast and coleslaw.
Serinkan is perhaps the best pizza shop in the world
It only serves two pizzas: margarita and marinara. That’s it. The owner has not changed the menu in the past thirty years.
Tanaka of Bearpond Espresso only sells coffee
He doesn’t sell food. Yet, people fly from across the world to sip his angel stain espressos. A used car dealership received Michelin star for serving only one ramen.
Rama 5 only sells banana fritters
Michelin writes, “This spot is best known for its deep-fried bananas. Coated in crispy batter made from coconut and white sesame, they exude a rich coconut aroma. The sweet potato balls are another standout. Be prepared for queues during peak hours.”
Small menu is strength
It is not weakness. My goal is to have as small menu as possible. It helps food businesses in building expertise. It avoids wastage. It avoids capital expenditure in machines. In India’s context only a frugal food business will be sustainable. There is no other way.
What is your favorite small menu business?
Let’s make a list of ‘Small Is Beautiful’ businesses. Please share here. I will collate and publish with the due credits.