Five Beer Articles You Need To Read And Why, 12/6/15

Customers will eventually smell bullshit.  They may not know it consciously, but people will always figure out if what you are selling is true to you and what you want to do.  When I was in college a spate of small authentic “soul” food restaurants opened up in my hometown.  During the summers at home, I would work for my father doing appliance repair and electrical contracting and we would eat at these places for lunch often.  One day, we were in the kitchen of one doing some electrical work.  I just happened to notice that the corn they were using came from a can.  It wasn’t fresh and it wasn’t homemade soul food.  It was the same stuff I bought at the grocery store in college.  Even then, not knowing anything about business, I knew that was bad.  This restaurant and almost all the others that popped up around town weren’t giving you an authentic experience past what you could get at home.  People may not have consciously thought about that as they stopped going to these places, but they knew on some level.  That is one reason all of these restaurants shut down within two years.  I think about that a lot as I watch new breweries open up every day.