Coworking Community Builder Daily

Why the Coworking Industry Mirrors Hospitality: Are You Serving the Masses or Standing Out?


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So why is the coworking industry like the hospitality industry?
One thing we never talk about in our euphoria about coworking in the hospitality sector is that on the journey from Auguste Escoffier to Will Guidara, family-sized portions of the hospitality industry became utterly middle-of-the-road.
We love to talk about 'Boutique, B Corp and innovative spaces', but what about the other 73.6% of the market?
When I worked in hospitality, 'Casual dining' was the polite industry category.
(Grand culinary un-splendour lies in the category of a 'Casual dining destination store'.)
And if you were living in the UK in the 90s when eating out exploded, they would have been:
- Beefeater
- Berni Inn
- Harvester
- All Bar One
- Chili's
- TGI Fridays
- Pizza Hut
All in the middle of the road, like Celine Dion.
They satisfy everyone, all doing nearly the same thing but pretending to do something different.
When Tony Blair was at Number 10, I worked in at least four of those 'brands' on that list, and the same fridge lorry delivered the same food to nearly every restaurant.
A whole group of hotels and restaurant brands are in this category, but who will these folks be in the coworking industry?
What does the future hold for the coworking industry?
As a coworking space owner or operator, you've got to ask yourself this:
Are you a unique community workspace or a 'casual dining brand' for the masses?
Do you want to be the unique, personable, independent restaurant that stands out and is always in tune with people, or do you want to cater to the masses?
There is an ever-growing market for both, but as Ian Minor alluded to in his recent article on LinkedIn, you have to pick your lane. v
🔗 Links and Resources:
• 🛜 https://berniejmitchell.com
• 🎙️ https://coworkingvaluespodcast.substack.com
• 🎪 Luma: https://lu.ma/LondonCoworkingAssembly
• 🟢 Grammarly https://bit.ly/FreeMonthOfGrammarly
📚 Recommended Reading:
➡️ The Mom Test Book - https://amzn.to/3XBtdWr
➡️ Peter Block: Community: The Structure of Belonging - https://amzn.to/3XuBfR1
➡️ Will Guidara: Unreasonable Hospitality - https://amzn.to/3KWFgpH
➡️ Jon Alexander: Citizens: Why the Key to Fixing Everything Is All of Us - https://amzn.to/4cdhlye
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Coworking Community Builder DailyBy Bernie J Mitchell