Follow your own path in business

Big Sur by Trey Ratcliff of

The world is becoming homogenized.

It seems lately that no matter where you go, so often things are becoming more and more the same. If I drop you off in a mall in Dallas or in Charlotte and asked you what city you were in, would you know? This is even happening globally where food and drink is globalized and familiar. It’s boring. We avoid it.

It’s the same for the web. Have you noticed how websites often tend to follow each other in their design? There are many sites that cover the restaurant scene — many of them operate on the same premise — the top 10, a list, reviews, ads on the page etc…. Everybody’s Top 10 is virtually the same. Bust through.

For our part, we decided to not worry about the rules but instead create our own rules and build One Hundred Tables completely different than everything else.

In short, we wanted to create something that was Non-Commoditized and think about things from the way we’d like to see them as users, as people who travel and are always looking for great restaurant choices without the clutter.

Five things we wanted in

1. To showcase great restaurants better than anyone.

2. To show a little bit of the story of each restaurant on the site.

3. To allow a super unique shortlist of 100 great restaurants in each city evolve in each city.

4. To associate international travel with genuinely great foodie experiences and foodies.

5. To create a business ROI for our customers (the restaurant owners) of about 1 hour.

Going the other direction is far more fun and far more interesting for everyone. The audience you attract in genuine. Our audience is made up of people who like to travel, like to eat well, and want to know where to go.

Tony Akston.

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