The Chowbus co-founder explains the struggles of independent restaurants, and why ordering chicken and broccoli at every Chinese joint is a mistake.
Most Americans who aren’t interested in authentic Asian food aren’t interested only because they don’t know about it. That’s why so many Asian restaurants have a separate menu they give Americans, featuring non-traditional dishes like “orange chicken” that Americans are more familiar with. They think they have to [do that] to survive.
Most of the time, they don’t know which dishes are good. That means that, too often, they order the same thing over and over again. For example, when they eat Chinese, they order chicken and broccoli. When they eat Thai, they order pad Thai — and so on.
One of the biggest struggles for independent restaurants has been getting their name out there. That’s been a problem since long before the pandemic — and it’s one of the major reasons those restaurants sign on with big delivery services that promise to bring them droves of new customers. The problem is, too often those droves of new customers don’t materialize.
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