The Manifesto on Restaurant Business

My analysis of Restaurant Business for Media & Society. Again, for those of you not affiliated with the class, you'll find more below.

Restaurant Business: Street Smarts for the Entrepreneur

THESIS – As Restaurant Business is funded largely through advertisements designed for their entrepreneurial readership, a major part of their thesis is what is said in the ads. For example, an advertisement showing a picture of beef proclaims that this is the best beef. The magazine’s general thesis is that they can help small restaurant chains and single-unit operations gain clientele and maximize profits.

BRAIN – The magazine, which contains many ads with big, full-color photographs of food, appeals largely to the limbic brain. The juicy meats and perfectly ripe vegetables make the audience think, “Wow, this could be really good.” The ads also use words to appeal to the reptilian brain’s eating response, such as “satisfying,” “gourmet,” and “irresistible freshness.” The facts and stories appeal to the neocortex, making the reader think about what the oil spill’s effect on seafood was and how social media is changing the restaurant industry.

TRENDS – The magazine has an up-to-date website that is both engaging and appealing, which is an example of the aesthetic shift from discrete to convergence. Restaurant Business and several other affiliate magazines recently merged with CSP Information Group, showing an economic shift. The subjective ads and various reviews are part of the discursive shift from objective to subjective.

FIVE FACTS –

1.) The CDC found that most people consume more than twice the daily maximum of 1,500 mg of sodium recommended by the 2010 Dietary Guidelines for Americans.

2.) “Spain is especially rich in good inexpensive wines.”

3.) “No Worcestershire sauce is more versatile than the original, Lea & Perrins."

4.) “9 out of 10 patrons say Pillsbury biscuits are as good or better than homemade.”

5.) S.M.A.R.T. Restaurant Group’s employee’s mission is to “Make the guests say ‘Wow!’”

PRINCIPLES – The full-page ads with large, bold photographs are very effective. The sharp, modern, “hip” look of the magazine – which was redesigned several years ago – also makes a big impact. These production techniques really grab the reader’s attention and make full use of the audience’s time. Emotional transfer strongly shows in the ads, which make viewers hungry for the tender meat and crisp fruits placed before them. After viewing these advertisements, each reader must decide his or her own individual meaning of the ads.

PERSUASIVE TECHNIQUES – Many of the stories feature quotes from important individuals in various fields, such as marketers and restaurant executives. These testimonials help to make the stories more credible. Several of the ads, such as the Stanislaus Food Products’ tomato ad, mention the company’s existence in a previous time (such as 1942 for Stanislaus), an example of nostalgia. The “beautiful person” on the cover is an example of beautiful people. He makes people want to read the magazine.

(Photo: Restaurant Business's annual "Future 50" feature, where they highlight major up-and-coming restaurants. Courtesy of http://www.monkeydish.com/images/RB-cover-July09.jpg.)