Apr. 8, 2024
Grand Junction, CO.

“You’re heading up to Escalante? Then you gotta check out Hell’s Backbone Grill!”

(Can’t read the full email – click here for the online version.)

We were grabbing an espresso at this cute café/hiking/climbing shop in Kanab, UT when we mentioned were heading up to Bryce Canyon and then Escalante. Our server then quipped that if we were heading there, then we must stop in Boulder, just north of there, and eat at the best restaurant in the entire State – Hell’s Backbone Grill.

You can’t miss it, she said. It’s really the only place there.

Hell's Backbone - that name alone is enough to pique anyone's interest, right?

Well, let me tell you, it's more than just a cool-sounding moniker. Tucked away in Utah's scenic backcountry, Hell's Backbone is a must-see for any adventurer looking to experience some breathtaking natural beauty.

First off, it's worth noting that Hell's Backbone is this crazy scenic road (impassable when wet) that winds its way around an area called: “Box Death Hollow”! The drive itself is a trip - picture towering red rock formations, sweeping vistas, and enough jaw-dropping scenery to make even the biggest city slicker feel like a nature enthusiast.

But here's the kicker - the road is kind of, well, intense. It's narrow, steep, and twisty, with sheer drop-offs that'll make your heart skip a beat. Yup, it's not for the faint of heart, but if you're up for the challenge, the payoff is totally worth it. Trust me, the views along the way are the stuff Instagram dreams are made of.

Now, here's the icing on the cake - there's this kick-ass restaurant right smack dab in middle of this craziness; called the Hell's Backbone Grill.

Here’s the question. How did the owners develop a world-class restaurant, 6 hours from any large city, and make it successful? 

Look at all the obstacles.

• The town of Boulder has officially 226 people. So, all employees will need to not only be paid well, but have a place to stay.
• Elevation here is 6700 feet – so it has winter. 
• You need to travel over passes of at least 8000 feet to reach it, so that makes it even more isolated.
• It is only open 6-7 months of the year.
• They are committed to serving “farm-to-table” food and they are using their own and local ranchers and farmers as their source. 
• Farming in this area is only feasible in pockets as the landscape is mostly desert, canyons and rock.
• Did I mention that this area was far from any significant town or city? You really have to want to get there.

Yet this business has not only survived for a quarter century but thrived. It is now a destination in it’s own right. 

How do they do it?

A good story along with a unique and extremely good product.

The story got traction with a “cookbook” that combines some of their tasty recipes with the history of their beginnings, struggles and mission.

Plus, they entered State and National food contests where they performed well, notably becoming the only Utah restaurant ever selected as a national semi-finalist for the prestigious James Beard Awards — the dining industry’s top honor — in the category of Outstanding Restaurant. 

Naturally – this gave them significant publicity. 

But publicity and awards alone, do not guarantee a business’ profitability.

This place does a few other things well to assure that.

1. They charge premium prices. Their costs are higher than average too, but you can charge high prices when you have a unique and great product for which you have created a demand.
    
2. They cross-sell. You can buy an assortment of their very own blend of spices and sauces. And you can buy one of their cookbooks and get one of the owners to sign and autograph it, right then and there.

Naturally, we succumbed to the additional items. And our bill went up 50%. The cookbook alone will be a great promotional piece for them, as my wife recalls the story of the place and restaurant to everyone she meets.

What about your business? What can you do to make it unique? What could you do so that you could justify charging premium prices? Do you offer additional products and services so that you can increase your average sale by 50% or more?

Until next week, 

Stay healthy and focus on profit! 

 - Hugh 
The “Profit Accelerator” Expert

P.S. Do you have a burning question, challenge or business issue you’d like an answer to? Look no further. Click here and ask me anything you’d like, and I’ll get back to within 24 hours – no cost to you. 

★ BECOME A HIGHLY PAID BUSINESS COACH WITH #1 COACHING PLATFORM ★
I am looking for individuals to help handle the exploding global demand for business
coaching services. I’m willing to train [at my expense] the right individual with a
passion for wanting to help small business owners become successful.
NO travel - work from home. $225,000 first year income. If you or someone you
know is interested, click here and an 8 minute video will explain it all.