The Case for Curation as a Service: Surviving the Pandemic with Subscription Models

The Case for Curation as a Service: Surviving the Pandemic with Subscription Models

In this digital age, where information overload is a constant struggle, curators have emerged as life preservers for the web. They are the individuals who possess domain expertise or an obsessive passion for a specific topic, enabling them to navigate through the sea of content and retrieve the hidden gems. Good curators invest countless hours in scouring the web, meticulously searching for the best resources related to a particular subject. Not only do they find these valuable pieces, but they also take the time to format and present them in a readable manner. It is essential to note that good curation is all about quality, not quantity.

This concept of curation as a service has become increasingly relevant, especially in light of the ongoing pandemic. As businesses, particularly restaurants, face the challenges brought about by the crisis, they have had to adapt and find innovative ways to stay afloat. One such strategy has been the introduction of subscription models, offering customers unlimited access to certain products or services for a fixed monthly fee.

Dickey's Barbecue Pit, a well-established chain with over 460 locations nationwide, implemented a "meat box" service that ranges from $100 to $280 per month. However, it is important to note that the company only shares 5 percent of the revenues generated from this service with its franchisees. Similarly, Panera Bread introduced an $8.99-per-month subscription plan, granting customers unlimited amounts of coffee and hot tea every two hours. This initiative proved to be a success, with the chain gaining 800,000 customers, many of whom signed up through free trials. Presently, Panera Bread boasts nearly 500,000 paid subscribers, and interestingly, 35 percent of coffee orders also include food.

While some subscription models have thrived, others have faced challenges. Burger King's monthly coffee subscription, priced at $5 per month, was intended to promote their breakfast menu. However, it was canceled within a few months of its launch. Similarly, Cumberland Farms unveiled a $25 monthly coffee "cupscription" in July, only to discontinue it by January. Despite these setbacks, it is worth noting that over 55 percent of New Yorkers expressed their willingness to subscribe to their favorite restaurants, even if it is solely to support them during these challenging times.

The convergence of curation as a service and subscription models presents a unique opportunity for businesses to not only deliver value to their customers but also establish sustainable revenue streams. By curating content or products that align with their expertise or brand, businesses can ensure that their subscribers receive only the highest quality offerings. This personalized approach adds value and builds trust, fostering a loyal customer base.

Incorporating unique ideas and insights, we can explore the potential of combining curation as a service with subscription models. Leveraging the expertise of curators, businesses can curate tailored experiences for their subscribers, offering them access to exclusive content, personalized recommendations, or even limited edition products. This curated approach adds an extra layer of value and exclusivity, driving customer satisfaction and loyalty.

To make the most out of this model, businesses should consider the following actionable advice:

1. Understand your audience: Conduct thorough market research to identify your target audience's needs and preferences. This knowledge will enable you to curate content or products that resonate with them, increasing the chances of attracting and retaining subscribers.

2. Embrace collaboration: Partner with curators or influencers who have established themselves as authorities in your industry. Their expertise and insights can add credibility and depth to your curated offerings, making them even more appealing to potential subscribers.

3. Continuously refine and improve: Curation is an ongoing process that requires constant evaluation and adaptation. Regularly gather feedback from your subscribers and adjust your curated offerings accordingly. This iterative approach ensures that you consistently deliver value and maintain the loyalty of your subscribers.

In conclusion, the combination of curation as a service and subscription models presents a compelling opportunity for businesses, especially in the face of the ongoing pandemic. By leveraging the expertise of curators, businesses can provide their subscribers with high-quality, personalized content or products, fostering customer satisfaction and loyalty. However, it is crucial to understand the needs and preferences of your target audience, collaborate with industry experts, and continuously refine and improve your curated offerings. With these strategies in place, businesses can navigate the challenges brought about by the pandemic and establish sustainable revenue streams for the future.