FPA Scene

In an effort to explore the marketing challenges today’s small business owners have, here is the first of many interviews exploring a variety of businesses and companies. The goal here is to listen to what they have to say about their world, find out what works for them and find out what how that can help others.

Jim Grell

The Modern Café

337 13th Ave NE Minneapolis, MN 55413

Phone: (612) 378 9882

Email: modernmpls@gmail.com

moderncafeminneapolis.com

Jim Grell has own the Modern Café for 15 years. That’s quite a feat, considering the ups and downs of today’s restaurant world. Decidable different, the Modern Café serves American-modern classics from its small, but efficient kitchen. Its pot roast remains the well-known offering, but delicious varieties of burgers and pastas fill in the menu.

When I met with Jim, Friday’s lunch hour was coming to its end. I sat up at the bar, by Jim’s bloodied trophies. Jim has an approachable, yet sarcastic vibe. He comes across as honest.

Fifteen years in business gives someone like Jim a great perspective on trends, on what works and doesn’t. Jim has a strong opinion on what tactics do matter for his business growth. He is surprised by what no longer does.

The first ten years brought Jim and the Modern a great amount of growth. Jim had the ability to invest in new ventures and bring the Modern to stability. These were good times for the Modern. The past five have plateaued. The Modern’s growth has slowed or stayed the same.

Print ads have little return for his dollar. PR used to be very effective, however the newspaper blurb that would bring in a crowd rarely has the same effect. Even the new website has been hard to track as useful. It has been frustrating to Jim that these avenues bring more ambiguity than clearity. Jim understands that some of this is necessary, but puts less and less energy behind them.

But, Jim’s vision is clear, “Get out there and touch the flesh.” “Make eye contact and shake a lot of hands.” For Jim, this is the strongest approach to growth and new customers. Therefore, Jim involves the Modern in many charity events, high-presence events and he looks to link the Modern with equally powerful brands such as wine and liquor companies. Jim attends many “food” events and finds them effective in meeting new customers. It is hit or miss – or as he calls it, “a turd in the punch bowl,” – for him, but still more effective than traditional advertising.

Jim knows what he offers. He knows his product and service are superior to those in his neighborhood. He watches new ventures come and go. He names two new restaurants that he expects to impload.

“My goal is to own this neighborhood.” He says with determination. “It’s (the Modern) perfect for our world, we are the new Amish.”

Jim recently went to France on a cooking trip. He went looking for the new offering, the new thing. Instead he found confirmation that he is on the right track. “In France, its all about the classics, done right. They aren’t doing anything different than we are, they just do it better.”

So, how does Jim use marketing and design to bring this message forward? Beyond the necessary ad here or there, he’s figuring that out as he goes. Jim admits he's technology-clueless and nervous about putting energy into social marketing ventures. In the meantime, he’s shaking hands, meeting people and trying to avoid the turds in the punch bowl.