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The Steak & Ale Restaurant chain is being added to the heap of failed brands, tired and worn by years of sameness. The parent company announced the closing of the chain this week.
When my husband and I got married, we went to Steak & Ale on our honeymoon. Great steak, great salad bar, great atmosphere. Fast forward thirty years when we took my in-laws to dinner to guess where? Steak & Ale. Same steak, same salad bar, same atmosphere.
Steak & Ale did not update their restaurants or their image. While consistency is important with a brand, over time it can become dull and not relevant to consumers. The pub atmosphere of the 70′s and 80′s was popular for Steak & Ale, so much so that they didn’t change it at all. Consumers’ tastes change and they moved on from this trend. The company blamed the economy, however, the economy is a catalyst to kick out marginal businesses that are not relevant to their customers’ needs.
Keep your business image fresh and updated and your products and services relevant to the needs of your customers. If Steak & Ale had paid attention to this concept, they might still be in business.