Grant Achatz's Next and Doughnut Vault: How To Succeed In Business By Playing Hard To Get?

I was reading in the Chicago Tribune about two new restaurants that are thriving despite (or maybe because) they make it hard to buy their food:

1. In order to make a reservation at "Next", you have to buy a non-refundable ticket from their website. There are 14,000 names on the email waiting list, so tickets are going for up to $600 on Craigslist. Remember, this is just to get in - the actual dinner cost is separate.

2. Even more intriguing, a small doughnut shop called "Doughnut Vault" (just a order/pickup window in an alley) opened in Chicago's River North area without much publicity, and they sell only coffee, and 5 kinds of expensive ($2 - $3 each) doughnuts.

But the lines are jammed every morning. People start lining up by 7:30 am, but the shop has no set hours. They could open at 8 am or 9 am. They send out a Twitter just before opening time. Once open, they sell out fast, because they only make so many.

The Tribune interviewed one woman who lined up for hours twice, and didn't get any doughnuts.

With "Next", it is a bit understandable, because the chef / owner is Grant Achatz - who is a celebrity chef. His "Alinea" restaurant has three Michelin stars and is considered the best restaurant in the United States. He even gets his $100,000 Viking ovens almost for free, in exchange for them to mention his name in their marketing materials.

"Doughnut Vault" is owned by Brendan Sodikoff, a veteran of famous restaurants like Alan Ducasse, who also owns Gilt Bar and Maude's Liquor Bar. But, this fact isn't advertised. In fact, there wasn't much publicity or advertising.

What are the business lessons in this?

1. People are attracted and interested in the mysterious and exclusive.

2. Being hard to attain is not the same as anti-customer service or substandard products. People rave about the food quality at both places. Sodikoff told the Tribune that he doesn't like making people wait, and he makes up to 600 doughnuts a day.

3. Restaurants and food tend to be fads. Especially with "Doughnut Vault", it is possible that there will be no wait in 6 months, or it might even have closed down.