Problem: Too many shoppers recognize logoSome of my favorite boondoggles over the years have involved the vast sums stupid companies have spent to fix what ain't broke. Our latest example is Tropicana, headquartered in Bradenton, Florida. In a classic act of desperation, the ailing orange juice producer decided to scrap its familiar, easy to spot, super-friendly logo and packaging (the orange with a straw stuck into it) for a new ad campaign that trades in everything recognizable about the brand
We just received word from Terry Zarikian, Director of Product Development for China Grill Management, that Kobe Club Miami's closing is only temporary -- the steak house will reopen at the beginning of August. Why the confusion? "The New York Times misreported the closing of Kobe Club Miami by omitting a key part of my telephone conversation with their reporter, Florence Fabricant. I said 'Kobe Club will temporarily close after next Saturday, but it will re-open in August, when Miami Spic
Tuscan Steak quietly closed its' doors last week. Terry Zarikian, China Grill Management's DIrector of Product Development, acknowledged that "Although people loved the place, I guess their love spilled over to the other, newer steak houses that are overpopulating South Beach."Terry went on to say that a new concept will be opening in "late summer", but he won't say what it is yet. Of course once Zarikian is ready to talk, he will no doubt give Short Order the scoop -- or at least he will if Chi
