April 23, 1985 is a day which will live in infamy. In an effort to revitalize their brand and gain even greater market share, Coca-Cola replaced their beloved beverage with New Coke. The backlash was severe. So much so, the company re-introduced Coke Classic three months later. This decision is considered one of the great marketing blunders in history.
Many times, what brings the greatest value is that which never changes. The following is a story which also confirms this truth.
If you are not familiar with Arturo Rivera Martínez, you should be. Since 1968, he has been the owner and chief cook for Mexico City’s Taqueria El Califa de León. Recently, this establishment made history by becoming the first taco stand to ever receive a Michelin star from the world-famous French dining group.
As told in this APNews.com article, what makes this establishment so noteworthy is not just the Michelin star, but what has not changed in over 50 years.
For 20 of these years, Rivera Martinez has seared his meat at incredibly high temperatures, 680 degrees. Located in a 10×10 building with only enough room for the grill and a handful of standing customers holding plastic plates, the menu consists of only four items – all tacos.
Rivera Martinez says, “The secret is the simplicity of our taco. It has only a tortilla, red or green sauce, and that’s it. That, and the quality of the meat.”
The article adds, “Thousands of time a day, Rivera Martínez grabs a fresh, thinly sliced fillet of beef from a stack and slaps it on the super-hot steel grill; it sizzles violently. He tosses a pinch of salt over it, squeezes half a lime on top, and grabs a soft round of freshly rolled tortilla dough onto the solid metal slab to puff up.”
Regular customer Alberto Muñoz says, “It’s the quality of the meat. I have never been disappointed. And now I’ll recommend it with even more reason, now that it has a star.”
As leaders, we have been to trained “if it ain’t broke, break it.” We have also been told what made you a success today will not keep you a success tomorrow. Arturo Rivera Martínez would disagree with these long-held beliefs.
Rivera Martinez has resisted change and done the exact same thing since opening the restaurant. Simple location. Simple menu. Simple recipe. Simple process. Simple disposable tableware. Great food. Michelin star.
If you are delivering a product or service that your customers love, maybe you should stick with it and not be so quick to change. Who knows, you might one day be recognized by the entire world for what you are doing… or you might be New Coke.
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