It is the carrot to pull the crowd. To delight them with other menu items to make them coming back for more.
A signature dish is a recipe that identifies an individual chef or restaurant.
Here is three examples of businesses famous for their signature dish and spread their branches and franchisees all over the world. These companies were defined by their signature dishes from the beginning.
Kentucky Fried Chicken (KFC)
KFC is an American fast food restaurant chain headquartered in Louisville, Kentucky that specializes in fried chicken. It is the world’s second-largest restaurant chain after McDonald’s, with 22,621 locations globally in 150 countries as of December 2019.
McDonald’s is the world’s largest restaurant chain by revenue, serving over 69 million customers daily in over 100 countries across 37,855 outlets as of 2018.
Their signature item: Big Mac
Subway is an American multi-national fast food restaurant franchise that primarily sells submarine sandwiches, wraps, salads and beverages.
As the name suggests, they were famous for their sandwiches all over the world.
Not the highest selling dishes
Even though they were famous for their main dish, other menu items are the major revenue generating food items for them.
It is the same for food businesses all over the world.
Establish your brand defining signature dish.
Whenever they had to travel, food lovers all over the world will love to visit a restaurant to taste that establishments’ signature dish at least once.
If you want to increase user base and generate consistent revenue, focus your attention on your main dish and promote your signature dish to delight and drive the crowd.