The businesses I like to patronize are dedicated to something; having the best coffee, offering the cheapest prices, or providing exceptional customer service. It doesn't have to be something unique, but it's something I've come to expect. Mostly because they expect it of themselves.

The staff at Heavenly Cup Coffee Roasters is more disappointed if they give someone a poor cup of coffee than if that customer chooses a different cafe altogether (unless it's because of the coffee). Walmart doesn't care if you go somewhere for better quality, but you certainly won't shop anywhere else if you're looking for the lowest price.

Some people refer to this as the "business purpose" or "mission." Others think it's just an accident when a certain restaurant has better service than its competition. Still others aren't even sure why they choose one business over another... "I just like it better," they say. But it's impossible to ignore when a business is dedicated to something - as consumers, we feel it. It's in the essence of their product or service or it's just part of their aura. And it's what makes them successful.

An example of the power of dedication: 

In Elmira, NY, a donut shop opened several years ago. It was a small-town small business; people dropped in because they knew the owner or the employees or it was on their way to work. The donut shop spent what it had and cut corners when it needed. There were no decorations and the ingredients were cheap and after the "honeymoon" phase wore off, it went under. Another family purchased the property and thought they knew where the previous owners went wrong. They thought they needed a larger selection of products... but the same old quality and same old building brought the same old results. They were closed within their first year. This happened one more time until a Dunkin' Donuts franchise stepped in.

When the local donut shop was bought by a Dunkin' Donuts franchise owner, he leveled the building. The new facility was erected in the same location as the previously unsuccessful shops. The major difference was that when Dunkin’ Donuts founder Bill Rosenberg opened the first Dunkin’ Donuts in 1950, he had a simple philosophy: “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.”

Dunkin' Donuts' dedication to that philosophy led to its nation-wide success and was the reason for its success in Elmira when all the others failed. Heavenly Cup Coffee probably won't be as successful across the nation, but the locally-owned shop in Corning is dedicated to serving the best cup of coffee with the most friendly, personalized service they can manage. They're managing well and the dedication is clear... which is why I can happily type this post from their shop.

Happy Thursday!