Restaurants are the New Rock and Roll

Yesterday was National Radio Day. And radio was sooooo yesterday. This year MTV turns 40. Elvis died last week, 45 years ago. Hip-hop was born last week 48 years ago. It’s still alive but if you want to rock out, you’ll have to dance along to the retail background music at the mall or in the supermarket. Or in a restaurant. Nostalgia while you nosh.

I was raised on rock and roll. Pioneered “progressive rock” on FM in the early days. Even wrote a couple hundred episodes of “The History of Rock and Roll” that aired nationally. That was in the ’80s before rock and roll became…well, history.

So what’s the new rock and roll? My friend, Lee Abrams, a radio legend and in my mind a visionary, has said for years, now that news is the new rock and roll. He’s got novel ways of presenting the news, blowing apart the stodgy format with anchors, correspondents, local happy talk and cliches with slick underscored presentations, visually engaging and paced for the ADHDegeneration. Makes sense buy I’ve got another paradigm.

OK fans. Stay close and turn it up while I lay it out. Back in the early days of rock radio, pre-Beatles 50s and 60s here’s how a band and a record became a hit.

First, a group would get together to harmonize on the corner. Or if there were instruments involved in a garage or school.

They might, then gather a few fans and friends and they’d play for them in a basement, then maybe at a school dance.

From there, the fan base would grow locally and you might hear them at a local DJ Saturday “hop.”

They might get discovered by a local “producer” who would pay for a recording session and put out a single on a local label.

From there, they’d hook up with a promoter to get that record on the local radio station. They’d get reviews, maybe it’d take some payola or gift, but once they got exposure they’d have expanded their sphere of influence from street corner to city-wide.

And if the DJ had a following and the station had a signal, they might suddenly become a “regional break-out,” get on the local TV dance shows and if the stars were in alignment (and the talent was there) they’d get national attention with a hit. Maybe a string of hits and a tour.

As rock and roll itself went mainstream (thank you Boomers) bands eventually became brands. The money came from merch, fan clubs and band brand extensions.

And eventually rock and roll became not music but a branded experience.

So, let’s look at the parallel.

Somebody comes up with a recipe at home, A unique dish. Could be anything from an ice cream flavor, a barbecue, or something different on toast. Doesn’t matter.

People sample the dish, maybe at a party or potluck and the cook gets an idea that maybe there’s more to it so…they sell it on the street corner (maybe street corn or tamales, or a snack).

Next thing you know there are repeat customers and that might make way for a pop-up and booths at the local farmer’s markets.

It goes mobile with a food truck or two and expanded menu. More fans, covering more ground. From a local to a regional hit.

Finally with reputation, cash from an investor (like a record producer) they open a brick and mortar establishment, design a “branded” menu and pay the influencers and reviewers (like DJs) to spread the word.

Another location in a different neighborhood opens up. Maybe a few more. Then it expands to adjacent towns and you’ve got a regional hit.

The local media pick up on it for their “Evening magazine” and the website links with Door Dash and Uber Eats.

Now there’s buzz about the cook. He or She’s become the local celebrity chef.

An entrepreneur comes along and suggests trademarking the signature recipes and elevating the chef to “rock star “status.

That’s when the chain either starts franchising or expanding region by region until it becomes a national brand with an ad campaign and like a rock band having to release singles one after another, new dishes or extensions of a simple menu get refreshed (for example, how many different ways can you create dishes out of Mexican staples to make a multi-page menu?)

And then there’s the merch. Mugs, shirts, cookware, you name it. Hard Rock Cafe, anyone?

And finally it’s not about the food but about the experience. And part of the experience may very well be playing that rock and roll in the background.

— — — — — —

So there you have it. Restaurants are the new Rock and Roll. You pay for your hot free-range chicken wings while Free Bird comes out the speakers.

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