We’re obsessed with data. Who ordered it? Who ate what? What percentage? What's trending? What's yielding? How many reactions on Facebook? Really!
But there are some people who don't need more data...
Anyone who's making a long-term commitment to a new type of restaurant. Brave people who want to create art, to make a difference, to challenge the mass market.
Because when you want to make that sort of change, data is the cudgel your enemies will use to push you to build more restaurants like those you can already see.
Over dependence on data paves the road to the bottom. It’s the junkie’s lazy way to figure out what to do next. It's addicted to the short-term, shot-in-the arm quick fix.
Data got us McDonalds, Starbucks and a thousand other ‘me too’ franchises.
There’s no data for the future, only your imagination, intuition and your determination to commit to perfection and the bravery to see things through.