Restaurant Row in Dallas, Texas and What Extension Expansion Really Means and Does

Morning Folks!!

There are myths in business that have been busted wide open over the years. I have empirical evidence. Not theory. I can point to things I have pointed to for decades because they are solid in the results they have proved over that time. I can calibrate the future for 40 years by the 2 simple myths below.

Myth #1. If I deliver food or pizza to people fewer people will come to my restaurant to eat.

So that is a myth and the thinking behind it is flawed. Here is the fact:

If you deliver you increase your pool of customers. You increase sales, profits and you expand. Your dining room gets fuller and you fulfill a NEED when they don't feel like leaving the comfort of their home. Now you can argue, but it won't make you right. I have 40 years of challenges and that baby still stands and your dog won't hunt. But some dinosaurs still think that way.

Where did those new folks come from? Some would want you to believe they came from your own dining room. That you split your customer base. Sorry, wrong answer. It increases people who are interested in your restaurant overall and maybe from a larger area and your customer base grows from the outside with new business. A rising tide.

Myth # 2. If I have a restaurant and a guy opens up a restaurant across the street he will take half my business.

Wrong! He might DOUBLE your business.

So let me point to real world example in Dallas Texas and Restaurant Row that was created in the mid 1970's. At the time there was one restaurant named "Old San Francisco" and it was one of my favorites.  There was a bowling alley across the street. They were busy. They did fine. But then they opened up some 20-30 other large  restaurants all right next to each other on the same street. Some thought they would go out of business because of the competition. In fact, you had to call Old San Francisco 1-2 weeks in advance to get in the door. See 30 restaurants and 30 restaurants advertising the same basic address and same basic product.

They were all good restaurants and they added VALUE by bringing all those people together looking for the same things and they all did well. They do that with auto malls. More PROOF! Not emotion. Facts. Proof. Historical evidence. Empirical evidence. How about malls themselves? How about "World Trade Centers"? They bring competitors together to do MORE BUSINESS in a faster amount of time!

That is why I can be certain that whatever happens in .whateverville, it can ONLY HELP .com. PERIOD!!! NO QUESTION!! NONE!! NONE!!!

Now if you have shit domains you are screwed but you were screwed with or without the new gtld's because you have crap.

Here is what the debate should look like if you want to have legitimacy with gTLD. Talk about specific .whatevers only.

There could be a market for .app or .blog or .web or a FEW others. I talk about dying on the vine. Look how many have died before it even germinates let alone making it to the vine. Many abandoning what they were going after and doing it early on in the process.

No emotions, just facts. Hundreds of horses at the gate and while you may want to talk about the race track itself or even the other horses, none of that matters. What matters is your horse and your stable. So if you tell me how bad the other guys stable is, most folks get turned off and walk away whether they say something or not. We all need to hear benefits of your horse. Why your horse can win. It has little to do with the others losing. It has to do with you winning.

So my horse is better because yours is an old nag won't hunt. That ain't selling

My horse does the quarter in 3 seconds faster than any other horse in the race will hunt. That IS selling.

One emotional one factual. Facts make points. Emotions don't. Unless you are gullible.

Everyone reading this is open to make millions. Everyone reading this is open to the next opportunity. Most are open to .whatever including me. But together there are 1400 "Franchises" coming out that will likely be grouped together in one way or another and a stumble by one can bring down many. I write about those pitfalls to alert and help those on that trail. I simply believe many are unprepared and unrealistic about what is to come, the headwinds they face and the surprises they face.

Sales is easy when you have a product everyone needs. When you are in a crowded field of products most don't need, its gonna be ugly for 1390 or 1400 of them.

The future holds ever single answer. But so does the past!

Rick Schwartz