It Don’t Mean A Thing If It Ain’t Got That Wing

Foodie Friday and one of America’s great food fests comes up on Sunday. Whether you’re watching The Super Bowl at home, at a party, or in a bar, there is probably an abundant amount of food around. One staple of football watching is the Buffalo Wing and they’re our topic today.

There is hardly a bar that doesn’t serve wings. That makes sense since they got their start in either a bar or restaurant (depending on which version of history you believe) in Buffalo, NY. The basic wing is deep-fried and tossed in a peppery sauce, but does anyone just eat basic wings? My buddy Barry owns a joint that sells 7 varieties of wings. Buffalo Wild Wings offers 25. Heck, even my favorite local tavern offers 10 varieties. But what those facts scream to me is that buffalo wings aren’t about wings at all: they’re about the sauce.

Think about it. Most places deep-fry the wings. When I make them at home, I dry-brine and bake them. I suppose you can broil them too. But does anyone really pay that much attention to the wing? Not really, unless it’s undercooked inside or has sat around so that the skin is chewy. Everyplace is after the same crisp product.

Where one wing shines over another is the sauce. The choice, and intensity, of the brand of hot sauce makes a difference. Dry rubs vs. sauce at all is a choice. We often get garlic and parmesan wings that feature nice chunks of garlic and grated cheese. Whatever your choice, there is a business point to be made.

What distinguishes most businesses is the sauce. Customers have expectations that the fundamental stuff such as basic customer service and a product that does what you claim it will are foundational – they’re the wing. It’s how you “sauce” the basics that makes all the difference. Just as with wings, the more ways you can do that the great the likelihood that you’ll allow the customer to find something that they love.

It really doesn’t mean a thing if you ain’t got that wing. The basics of business have to be sound before you worry about the sauce. That said, one thing I always ask consulting clients is what their special sauce is. It’s a question you should ask yourself about your business (and about yourself if you’re going to be job-hunting!). It’s the sauce that matters, after all.

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Filed under Consulting, food

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