The NY Time’s “Restaurant Chains Close as Diners Reduce Speding” by Michael M. Grynbaum is a perfect example of what happens when a brand is built on the cookie cutter me-too approach. In discussing the troubles at Bennigan’s and others in their space there’s a quote:

“Another hurdle facing these restaurants is their copycat nature. Though Bennigan’s modeled itself as an Irish pub, its menu had Black Angus steaks, Southwestern-style appetizers and tempura shrimp, items that would not be unfamiliar to patrons of, say, T.G.I. Friday’s and Ruby Tuesdays.”

Yes, that about sums it up, doesn’t it? Same ol’ same ol’ begets a forgettable Guest Experience. Even Starbucks is suffering from a watered down, middle of the road mentality. (Btw, did they REALLY believe that it was the scent of breakfast sandwiches that was causing some their problems?) For example, Starbucks went from releasing cool obscure music on their record label Hear Music (www.HearMusic.com – what a pathetic UI / UX) to the likes of Ray Charles, Paul McCartney, etc.

While we have nothing but respect for Mr. Charles, Mr. McCartney and other well established legends there’s nothing new, fresh, exciting, etc. about “discovering” them. So Starbucks went from standing out and delivering something special to just another spineless corporate gingerbread man/woman. It almost seems as if these companies eventually take on the lifeless personalities of the MBAs that run them.