Checklist BIG CAPITAL/LOCAL
To help you determine whether a place falls under BIG CAPITAL or LOCAL, we’ve created this checklist. Of course, there are always cases that might fall somewhere in between. It’s also possible that a chain-owned spot or a “copy-paste” hospitality concept still gives back to the neighborhood—for example, by hosting weekly community dinners. Unfortunately, we haven’t come across many of those yet :)
BIG CAPITAL
- Has significant financial resources to start or buy out hospitality businesses
- Uses money as capital: invests in hospitality not for the residents or the neighborhood, but primarily to make more money
- Part of a chain or hospitality group
- Often features a “hip” or “new” concept, also known as “copy-paste” hospitality
- Clearly targets a specific social class
- Despite having multiple locations in the city, they lack any social agenda—no efforts to give back to the neighborhood or include people who can’t afford their prices
- Heavy reliance on Instagram marketing, such as collaborations or promotions with influencers, BNN personalities, or food bloggers
- Audience often consists of people who saw the place on Instagram and want to experience “what everyone’s talking about”
LOCAL
- Often small business owners
- Owner usually works in the business themselves
- Family-run or small enterprise
- Only one or a few locations in the same city
- Often has a social agenda alongside hospitality: think of movie nights, community kitchens, lectures, music nights, etc.
- Strong connection with the neighborhood; locals frequent the place
- Typically maintains a low profile on social media