By Barry Mills
“Outside the box” is not so much a perception, but an attitude. Nothing is ever really outside of the box because we all live in the same world and see the same things. It is how we interpret all these things differently, individually. We look around at the world, see a ton of things that we like, and we create unique combinations of those elements or our own reconfigurations.
Thinking “outside the box” is about trying to bring creative energy and imagination to typically ordinary things. In my restaurateur world, this would include such things as dining rooms and burger menus.
For me, my personal passion is taking old worn out traditional casual concepts and spinning them into modern chef-driven entities that appeal to young up-and-comers looking for not only high-quality and innovative food, but also upgraded environments. My goal is for you to walk into one of my restaurants and feel like a million bucks while only spending $10 or $20. To me, that is a great value, and I strive for my customers to think so, too.
Thinking “outside the box” is also a way of doing business. It is as much an ethical decision as a personal growth decision, and a passion. If I’m going to do something, I want to do it my way, leave my mark and make a unique impression upon the world, even in the smallest ways.
Doing business “outside the box” certainly is not the easiest way. Sometimes customers do not care about some of the little unique things that you do, but then again sometimes you hit something truly great and it becomes a competitive advantage and a strong differentiator that pays great dividends. The day I start looking around at what is and are the most popular and successful concepts and just start copying them will be the day it is time for me to retire. It’s called losing your edge; you just become another restaurant owner fighting for the dollar.
I want people to walk into my concepts and know that they have just stepped into something special. I am not here to just serve food for sustenance. I’m here to create unique five-sensory experiences at a great value. I want people to feel strong emotions in my concepts, even if they hate it. That is fine. Just please do not tell me how forgettable it was.
Of course, thinking “outside the box,” can get you into trouble. Anytime you are doing things differently than everyone else it will cost you significantly more money and it will be much harder to find materials and resources (since you are finding things that others do not use; unique items). And there is always the fear that the customers will not embrace it. We are breaching new and uncharted territory, so you have nothing to verify that what you are doing differently is actually going to work. I would not want to do it any other way, but there is significant risk. But without great risks there are no great rewards.
With FLIP, I tried to make every little element of the concept just a bit different hoping that the sum of the differentiations would lead to an end product that is significantly different. I wanted the dining room to be just a bit different, so I flipped everything, hence the name. Overhead, flipped ceiling elements mimic the tables below, while custom-flipped booths play tricks on the eyes. In a modern space, FLIP incorporates elements of fine dining with a creative, raw energy.
Another element you will find throughout our locations is a custom wall covering. The large scale mural is filled with wild and colorful graphics that allow our guests to discover the hidden images within.
I wanted the burger menu to be different, so I went out and hired a fine-dining chef to make it, Top Chef All-Stars winner Richard Blais. We strive to redefine what we’ve come to think a hamburger should be. Our Raw Tuna Tartare with hand-cut saku, mango sphere, avocado puree, pine nut, soy jellies, compressed veg, wasabi mayo and sesame crispies isn’t part of our typical burger menu offerings. We also wanted to have our own unique dessert offerings. What goes better with a burger than a shake? Our shakes had to stand out from the rest. With unique flavor combinations including a Krispy Kreme donut shake topped with liquid nitrogen, our shakes smoke as they are served, adding another whimsical and “outside the box” offering on FLIP’s menu. Many of our cocktails are served the same way.
One reason I chose to open a restaurant is because of the freedom of expression and creativity it allows me. With the independence of choosing the menu, décor, music and locations, it allowed me to put my soul into this project. FLIP is my pragmatic work of art, and I strived to do everything “outside of the box” but within the confines of a realistic budget.
Barry Mills is the founder of FLIP burger boutique and HD1.
