In the past few years, I’ve been intrigued by the locavore movement, which, pared down, involves people and business making a conscious effort to consume foods that are local and in season. Some of my favorite restaurants abide by this philosophy, sourcing their products from nearby farms and making creative dishes that don’t require shipping in exotic items from thousands of miles away.The Strip Club Meat & Fish in St. Paul is one of my favorite dining spots.
In this short video posted on their website, business partners of The Strip Club, Tim Never and JD Fratzke discuss their food and business philosophy and show the audience how to prepare a dish and a craft cocktail.
The Strip Club is located on the East Side of St. Paul on Maria Ave., a block away from Metro State University. Their website has a classic, old-fashioned appeal. They use a wallpaper-style pattern as their theme. In the video, the background music is parlor-sounding piano music. Their website is basic, offering the attached video, menu’s, events, and contact information. The video really dials into their marketing appeal by introducing customers to the people and cooking of The Strip Club.
For those who aren’t acquainted with St. Paul, it’s people have a strong sense of hometown pride. Due to this, the decision to utilize a video introducing JD Fratzke as being from Minnesota was a good one. Since Fratzke discusses his familial background, it makes the audience feel like they know him. In the video, he prepares a dish with a Minnesota-sourced foie gras. He says, “This dish reminds me of what it’s like to walk through the woods when there is snow on the ground.” Here, he invokes classic Midwestern imagery, truly catering to their target market. In Tim Never’s portion of the video, he walks the viewer through his preparation of a fancy cocktail, focusing on the quality ingredients, as well as cracking a few jokes.
The Strip club effectively draws on their key brand attributes of being a small local business, using high quality seasonal products, and creating an intimate, comfortable atmosphere. They welcome their target consumer, which is someone with a locavore-type sensibility, who is also a proud Minnesotan.
What do you think of their approach? Are you a locavore?