Marketing Your Passion

By Kelley Brackett

In today’s economic funk, many companies are searching for new ways to reinvent themselves to avoid losing business or even worse closing their doors.  Just last week, local nightclub, Buckhead Saloon, was forced to close after losing clientele to neighboring competitors.  In an area with many restaurants and bars its important to find your niche and stick to it.  If one approach isn’t working, try, try again (that can get expensive though).

That’s exactly what local eatery Fins and its renowned chef William D’Auvray did.  Fins, located at 110 East Davie Street, has gotten a face lift recently to compete with other downtown restaurants.  Formerly known for their exquisite seafood dishes with an Asian fusion, Fins is now reopening under the name Bu.ku.

In a sea of many, Fins has reinvented itself to compete with the hundreds of dining options in the Triangle.  The name Bu.ku originates from a French-Asian twist on the phrase “merci beaucoup,” meaning “thank you, very much.” D’Auvray aims to present global street fare from the four corners of the globe in an exotic, yet simple way.

Niche Marketing enables companies to identify a highly targeted audience, creating a unique business concept that allows you to emerge from the masses. As a former seafood restaurant, Fins had a target audience.  But by creating a unique concept, Bu.ku will attract a target audience that is open to ditching normal American fare and exploring cross-cultural cuisine.

Photo Source: viZZZual.com