What Early Stage Beauty and Wellbeing Brands Can Learn from Steakhouses in Dallas, TX

Spending time in my hometown, Dallas, TX, after not having been back since 2021, I was shocked by the landscape and how it has grown. While Dallas continues to grow and more transplants are relocating to Dallas,one thing remains: it is not a tourist destination. It solely relies on its local community to thrive.

To give context:        

• Texas is one of the fastest growing states in the US,with Dallas being the 2nd best place to live in Texas, behind Austin.

• DFW Airport is the same size as Manhattan.

• There are over 25 steakhouses in Dallas alone – and 2755 restaurants for a population of 1.3 million. This means there are more restaurants / square mile than NYC.                          

I realised as I was working with a client recently,in the realm of culinary delights and beauty ventures, the parallels between Dallas’ esteemed local steakhouse, firmly embedded in its community, and an emerging indie beauty brand at its early stages are both remarkable and intriguing.         

While the products and services offered by a steakhouse and a beauty brand differ, these similarities highlight some common elements in the way they establish themselves as local institutions and navigate their respective industries.

Local steakhouses and early-stage beauty brands alike understand the importance of making a lasting impression. They both embark on journeys to become institutions — one already firmly established, the other on the cusp of its transformative growth. Both represent the beauty of beginnings and the promise of longevity, guided by a shared commitment to authenticity, community, and a passion for their craft.

Let’s break it down:

Build a Cult Following:

Steakhouse: A popular local steakhouse that has become an institution has a loyal customer base, with people who frequent the establishment regularly and become part of its community.

Indie Beauty Brand: Similarly, successful indie beauty brands often cultivate a dedicated following of customers who appreciate the uniqueness and quality of their products. These brands may build a community around shared values and a passion for the brand.

Distinctive Brand Identity: 

Steakhouse: Successful steakhouse institutions have a distinct ambiance, decor, and even a signature dish that sets them apart from others. This unique identity contributes to their recognition.

Indie Beauty Brand: Indie beauty brands stand out due to their distinctive branding, packaging, and product offerings. Their individuality in the market is a key factor in attracting consumers seeking something different from mainstream brands.

Consistency and Authenticity: 

Steakhouse: From the moment you walk into one of Dallas’ local steakhouses such as Al Biernat’s, Nick and Sam’s, or Bob’s, the ones that are mainstay institutions take their patrons on a journey. From the environment, FOH staff to the food itself. Their core DNA rarely wavers and the seamless journey you are taken on as a patron is consistently authentic, whether it was your first time or your 100th time visiting the restaurant.

Indie Beauty Brand: Indie beauty also takes their customers on a journey. The moment a brand is discovered, the journey starts – a customer step into a brands universe understanding their core mission, ethos, and through line messaging. Consistently staying the course in a brand’s core authentic DNA enables the customer to identify with the brand, thus keeps them coming back as repeat customers.

Word of Mouth, Community Engagement and Repeat Customers: 

Steakhouse: Local institutions thrive on positive word-of-mouth recommendations and community engagement. Because of consistency and authenticity, patrons become regulars, and thus, also recommend the steakhouse to friends, contributing to its reputation. Regular patrons become a part of a community, a family within the establishment.

Indie Beauty Brand: Indie beauty brands also benefit from positive reviews, social media engagement, and recommendations within their community. Building a supportive community is crucial for a brands’ success. These are the customers to nurture. To ‘bring them into a brands community. Family’ They become your greatest asset in repeat purchases and thus growing positive reputation.

Challenges as Independents:

Steakhouse: Local steakhouses and indie beauty brands both face challenges as independent entities. They may have to compete with larger, more established competitors and navigate the complexities of operating independently.

Indie Beauty Brand: Similarly, indie beauty brands that want to succeed in a saturated market, need break through the noise and be innovative in marketing, product creation, and distribution to compete with larger beauty conglomerates.

In the world of business, authenticity, consistency, and strong brand equity and universe that builds community is the common thread. Each, in its own way, strives for a unique identity, a signature offering that sets it apart.

To be able to achieve this is to have a strong and solid understanding of your path to profitability. The secret is how to weave both together without sacrificing core DNA, quality of products, for sustainable revenue growth.

To your success xx