Disclaimer

Before diving into the story, it’s important to clarify that this is a personal account of how I was inspired by the principles of Decision Intelligence, particularly those articulated by Dr. Lorien Pratt the author of Link: How Decision Intelligence Connects Data, Actions, and Outcomes for a Better World, to help a close friend navigate a challenging situation. This narrative is not intended to rigidly define what Decision Intelligence is or how it must be applied, as interpretations and methodologies can vary. Instead, it’s a reflection on how I used a decision-making framework to achieve a successful outcome in a real-world scenario. While the term “Decision Intelligence” is central to this story, it should be understood as a flexible concept—one that can be adapted to fit different contexts and needs. My intention is to share insights that may be useful across various industries and professions, not to prescribe a one-size-fits-all approach.

Background and Context

Marcello, an accomplished chef and close friend, had built a reputation for his authentic Italian cuisine, rooted in recipes passed down through generations of his family. His restaurant in Rome was a success, known for dishes like lasagna, gnocchi, and tiramisu, all prepared with traditional Italian ingredients and techniques.

Driven by a desire to share his culinary heritage with a new audience, Marcello decided to open a restaurant in Ginza, Tokyo—a district recognized for its high-end dining and discerning clientele. Marcello’s vision was to offer the same authentic Italian cuisine that had brought him success in Rome, believing that the Japanese market would appreciate the genuine flavors and traditional preparation methods. As a friend and someone with experience in decision-making frameworks, I was eager to support him in navigating this new venture.

The Challenge

Despite an enthusiastic initial reception, Marcello’s Tokyo restaurant began receiving mixed reviews over time. While some customers praised the authenticity of the dishes, others criticized the food as being “bland” compared to what they expected from Italian cuisine in Tokyo. The local competition had adapted their Italian offerings to better suit Japanese palates, incorporating local ingredients and altering recipes to appeal to local tastes. Marcello faced a critical decision: should he modify his family’s traditional recipes to align with local preferences, or maintain his commitment to authenticity, even at the risk of alienating a portion of his customer base?

Decision-Making Process

Objective Clarification:

The first step was to clearly define Marcello’s primary objective. He was committed to sharing his family’s traditional recipes, reflecting the authentic flavors of Italy, with his Japanese customers. However, he also recognized the need for the business to be commercially viable in a highly competitive market.

Data Collection and Analysis:

Together, we initiated a comprehensive data collection process, focusing on customer feedback, market trends, and competitive analysis. Key insights were gathered through blind taste tests, focus groups, and interviews with both satisfied and dissatisfied customers. The findings revealed two distinct customer segments: one that valued the authenticity of Marcello’s dishes, and another that preferred the adapted versions offered by local competitors.

Strategic Options:

With the data in hand, we considered several strategic options:

1. Maintain Authenticity: Continue serving the original recipes without modification, focusing on marketing the authenticity of the cuisine to attract a niche audience.

2. Adapt Recipes: Modify the dishes to better align with local tastes, similar to the approach taken by competitors, to broaden the restaurant’s appeal.

3. Dual-Menu Approach: Offer a menu with both traditional and localized dishes, providing customers with the choice between authentic Italian cuisine and adaptations tailored to local preferences.

Chosen Strategy:

After evaluating the potential outcomes and risks of each option, Marcello and I decided on a dual-menu approach. This strategy would allow him to preserve the integrity of his family’s recipes while also appealing to a wider audience by offering localized adaptations. The dual-menu was designed to educate customers about the authenticity of certain dishes through visual storytelling, such as videos showcasing the traditional preparation methods and the history behind the recipes.

Implementation

Menu Development:

The menu was divided into two sections: one featuring traditional Italian dishes made exactly as they had been for generations, and another offering localized versions with flavors and ingredients adapted to Japanese tastes. A disclaimer was included to inform customers that the adaptations were a fusion of Italian and Japanese culinary traditions.

Customer Engagement:

To set customer expectations and enhance the dining experience, the restaurant implemented video displays showing the preparation of traditional dishes by Marcello’s family in Rome. These videos emphasized the cultural significance and authenticity of the recipes, helping to differentiate the restaurant from competitors.

Marketing and Outreach:

We launched a targeted marketing campaign, focusing on food critics, influencers, and customers who valued authenticity. The campaign highlighted the restaurant’s commitment to offering genuine Italian cuisine while also catering to local tastes with its adapted menu.

Results and Outcomes

The dual-menu approach proved successful, resulting in increased customer satisfaction and sales. The traditional dishes attracted a niche market of customers who appreciated authentic Italian flavors, while the adapted menu broadened the restaurant’s appeal to the general public. Marcello’s restaurant gained recognition for its unique approach, receiving accolades from both food critics and influencers. The strategic use of Decision Intelligence allowed Marcello to achieve his goal of sharing his family’s culinary heritage with the Japanese market, while also ensuring the restaurant’s commercial success.

Conclusion

This case demonstrates the effectiveness of applying Decision Intelligence principles in a real-world business scenario. By clearly defining objectives, gathering and analyzing relevant data, and exploring strategic options, Marcello and I were able to navigate a complex challenge and achieve a successful outcome. The flexibility of the Decision Intelligence framework allowed for a nuanced approach that balanced tradition with innovation, providing valuable insights for business leaders, technologists, and decision-makers across various industries.