I've been thinking about what I want ETB to be.
In the simplest sense, it's an entity that provides food. But I'd like for it to be more than just a restaurant or a food truck or some guy that caters. I absolutely hate the term "brand", but I'd be lying if I said that I didn't want ETB to be more than just food--but an entity with a purpose. I want this business (loose term) to not be a business. I want to have fun, I want to unite, and I want to make people happy. Be that with food, music, fundraising, booze, or the merriment that grows from doing all of these things in an outdoor setting and appreciating not only what you're ingesting, but what you're feeling and why you're doing it. The food aspect is fairly cut & dry and ever-evolving. I essentially strive to make the best "whatever" I've ever had. If I end up tasting something better than mine, I tip my cap and then try to make mine better. Constantly being inspired by perfection and creativity, without losing the fun. Fun. Another aspect that is totally open-ended and free to be tinkered with constantly. Could mean music. Could mean beer. Could mean yard games. Can't be forced. I would like whatever I'm doing to be loose, free, and fun. Another reason I don't want it to be a "business". I've been thinking deeply about the term "unite". To lean on a quote from Bourdain, "Barbecue might not be the road to world peace, but it's a start." I don't want to be a boring restaurant. I don't want to be a boring food truck setting up at breweries. I want something bigger, and I honestly think that barbecue can be bigger. It brings people together regardless of politics or gender or opinions. I've seen people rally at pop-up events to support a cause, donate what they think is a reasonable amount of money to that cause while receiving a delicious plate of BBQ,, and uniting with friends and peers to cheer on that cause. Be it donating to Frontline and hospital workers, a sick friend, a colleague in need, feeding a bunch of overworked teachers, or just the sheer enjoyment of congregating with others outside and having fun. Barbecue is fun and it unites us. And I reluctantly suppose I need to "brand" that. Because folks want and need to know what you're about if they're going to ride the ride. "Earl Todd Barbecue: The Reluctant Brand that is Fun and Unites." Looks like a work in progress... -earl
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AuthorI am Earl. And I cook barbecue. Categories |