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GIGL Knows How to Run a Niche Business
Little did Dorsa and Joey Parsi know, but their idea of creating a kid-friendly restaurant that even parents could enjoy would become a successful business venture right from the beginning. Seeing a need for a restaurant that could deliver both physical fun and nutritious food for the whole family, the Parsi’s opened their own in February 2008 in Brentwood, California. Not long after, Giggles N’ Hugs, Inc. (OTCQB: GIGL) saw quick success followed by an offer from Westfield Corp. (OTC: WEFIF), a major mall developer, for its own place in Westfield Century City Mall. Westfield offered to pay 60% of construction costs, which led to the restaurant’s completion in 2010. Since then, Giggles N’ Hugs has expanded to three successful locations in California malls and is looking to grow throughout the nation. Catering to such a niche demographic might seem like an unfruitful idea, but a company that focuses its efforts on a specific, yet significant market can be more successful than larger companies.
One of the first advantages Giggles N’ Hugs has that adds to its success comes from knowing its customers. The company knows what the customer wants and needs to build a strong relationship. The Parsi’s themselves understand the restaurant woes that come from taking a young child out and seek to eliminate the frustration and instead add fun. Giggles N’ Hugs also has a marketing advantage over larger companies, because it knows where and how to advertise to its niche market. Just by knowing its customers on a more intimate level and offering something new, Giggles N’ Hugs gains an edge over its competitors.
Similarly, Giggles N’ Hugs, along with its staff, delivers top-notch customer service to families who will keep coming back. Because the restaurant’s niche market is smaller, every customer counts. By creating a friendly atmosphere with an attentive staff, Giggles N’ Hugs pulls ahead of the rest. Putting parents and their children first establishes a memorable experience which, in turn, markets the brand organically through word of mouth. Plus, Giggles N’ Hugs has the ability to make changes quickly based on client feedback since decision-making isn’t hindered by a large hierarchy.
Dorsa and Joey Parsi can relate to their customers through their own experiences. Giggles N’ Hugs caters to families who want a truly fun, family-friendly restaurant that also provides nutritious foods. Giggles N’ Hugs will continue to expand its one-of-a-kind restaurant concept, which never forces parents to sacrifice on quality food in exchange for a space to play.
Learn more by visiting www.gigglesnhugs.com
