Making MSG

After saying I would create a mass-market restaurant brand, I spent the next few days carving out time to develop its menu.

An expensive course can take its time convincing the customer.

You open with a story on the first plate, establish the direction with the second, give it force with the main course, and leave a memory with dessert.

Customers set aside their time and money, and come prepared to wait accordingly.

But a mass-market restaurant is different.

The window between a customer sitting down, ordering, eating, and making a judgment is extremely short.

If it tastes good, they come back. If it is mediocre or tasteless, they never come again.

There is no time to insert a long-winded explanation in between.

They came simply to fill their stomachs, and if I launched into a lengthy lecture in front of their food, they would want to pound my head with a spoon.

The flavors at a mass-market restaurant need to hit quickly and clearly...