Eli’s Place (formerly Sophia’s Place) – Albuquerque, New Mexico (CLOSED)
NOTE: In March, 2018, Sophia’s Place reopened. Please click here for the updated review. Picture yourself as a first-year marketing student assigned by your professor to perform a marketing analysis of Eli’s Place and its enigmatic chef-owner Dennis Apodaca. Essentially you’ve got to figure out the rhyme and reason behind the restaurant’s success. “Easy assignment,” you think to yourself, “Eli’s Place is successful because it serves some of the best, most delicious food in Albuquerque.” Your research quickly reveals, however, that Eli’s Place actually violates many of the time-honored, trusted and fundamental marketing tenets of growing and successful businesses. From a marketing perspective, it just shouldn’t work as well as it does. Any Marketing 101 student can tell you, for example, the importance of brand identity. A brand is one of the most valuable and important assets of a restaurant. It needs to be carefully cultivated to ensure it properly and authentically reflects the values, attributes and passions of a business. Eli’s Place received an enormous boost to its brand identity in 2008 when the Food Network came calling. Being featured on Diners, Drive-Ins and Dives is generally worth a fortune to any restaurant. So what does Dennis Apodaca do?…