Business owners seeking to maximize their advertising budgets usually allocate funds to media buys. However, one Wisconsin restaurateur found that his best return on investment came from an unexpected source: promoting his competitors.
Adolfo Melendez, the owner of the Tex-Mex restaurant El Mezcal, did experience firsthand, the effects of the coronavirus pandemic on the restaurant industry, particularly on family-run establishments like his own. He recognizes that small businesses represent more than just revenue; they embody the heart, soul, vision, and hard work of their owners.
Melendez, who identifies with his fellow small business owners as friends and neighbours, took action to support his community. He purchased over $2,000 in gift cards from other local restaurants and has been raffling them off to his customers through Facebook.
Pete Ananiadis, the owner of Olympia Family Restaurant, expressed gratitude for Melendez’s altruistic efforts, stating that during the COVID-19 crisis, it was crucial to support local, small businesses, and acknowledging that Melendez understood that so well.
In a highly competitive industry, Melendez believes that diversity enhances a community’s character. He values the success of his peers, viewing it as a reflection of his own, and he encourages others to embrace efforts that help others to not only survive but thrive.
May we continue to embrace the Ubuntu Philosophy; for truly it shouldn’t be about you, nor should it be about me. It should be about us, through kindness, love and respect, making life better for us all.