We recently had lunch at the coolest place in Sydney. It was clearly the coolest place to be, based on the number of beautiful, bearded, beanied, skinny jeaned and tattooed people in there. Being so cool, the place was naturally very popular, with people lining up to wait over an hour for a sit down meal. Having our three year old with us and me being very pregnant at the time, we chose the takeaway option which meant having to eat standing up along the outdoor tables provided in the garden. Now we’ve all had an interesting dining experience at some stage, but what I found unusual here was the sheer scale of the mayhem which confronted us. There were people milling around waiting for food, people milling around eating, people milling around patting the fluffy animals, people just randomly milling around to add to the crowd scene like extras in a movie. The end result was utter and absolute chaos. Now you don’t need to be a Henry Ford, or even a Ronald Macdonald to realise that a great product needs just as effective a delivery for optimal success. The Hipster Business Model (HBM) however, appears to operate on the premise that you the customer are paying not for a dining experience, but for the opportunity to immerse yourself in the uber cool organic vibe (chaos) of the universe..
While the stuffy old ‘conventionals’ tell you where to sit, and gang up to ban cell phones, at an HBM establishment, tables don’t need numbers- patrons are left to roam free and sit wherever they please. Fluffy animals frolic in chic little hutches for your amusement. The staff are super busy and super friendly, and their main purpose appears to be for fist bumping and taking photos – because you’ll be wanting to tell your friends and your friends friends when you’re at the coolest place in town.
Don’t get me wrong, I’m as much a fan of organic free ranged clean eating as the next person, and am totally concerned for the welfare of the various creatures which we affectionately call food, but the urban consumer of today appears to want more than just wholesome food and great service. They want to go somewhere that they can tell everyone about while they’re there, not afterwards.
It was also clear from the hordes waiting to throw their money at this place that HBM, despite its unconventional approach is a hit.
But will it last? Is it possible that HBM could one day rule the world??