Restaurant Owners Book Report: The Art of Building a Brand (The Story of Duluth Trading Company)

In the last 5 to 10 years, I don’t think there is a brand in the United States that has done a better job building their brand than Duluth Trading Company. But what does that have to do with YOUR restaurant? You’re going to have to watch today’s video to find out!

This incredible book tells you the story of Duluth Trading Company’s progression from tradeshows to mail order to internet to storefront. And how this company changed so much over the last 30-40 years but they always stayed true to their customers and their brand. I can’t tell you how important this is! It’s what has driven their core product strategy that keeps them successful and relevant in today’s ever changing world.

I know this is a lifestyle brand, but honestly, it doesn’t matter because the theory applies across the board.

  • 1:45 – How the company changed, yet stayed the same
  • 2:40 – My biggest takeaway from the book
  • 3:40 – Go deep or wide?
  • 4:15 – What are your core products?
  • 4:45 – What’s your signature dish?

Key links from this video:

Get the book here:—the-story-of-duluth-trading-co-79058.html

My video on wide vs. deep menus: