Why should a customer choose you instead of your competitor?
It’s a simple yet powerful question. One that many business owners struggle to answer.
In a crowded marketplace, where businesses offer similar products, similar prices, and even similar marketing messages, the ones that thrive aren’t necessarily the best—but the ones that stand out.
That was the problem Bisi was facing with her restaurant.
Blending In is Dangerous
The street was alive with its usual rhythm—the long line of double decker buses, hurried footsteps, and the distant sound of a street vendor calling out deals. As I walked past the newsagents, my eyes flickered over the headlines. Some were bold and urgent, others mysterious, but they all had one job: to grab attention.
I paused.
That’s it. That’s exactly what every business needs—a headline. A reason for people to stop, notice, and care.
I was meeting Bisi at her restaurant in just after noon . As I arrived, I saw her standing outside, arms crossed, watching people pass by. Some glanced at the sign above her door but kept walking. Others hesitated for a moment before choosing a different restaurant a few doors down.
She sighed when she saw me. “The competition is getting fiercer,” she said, shaking her head. “Everywhere I turn, there’s another restaurant. Some of them even charge less than I do.”
I glanced around. She was right. Within a few steps of her place, there were several other Nigerian restaurants, all offering Jollof rice, Suya, and pounded yam at similar prices. To make matters worse, the Japa community—Nigerians new to the UK—were trying to survive by selling home-cooked meals at a fraction of restaurant prices.
And that was the problem.
Bisi’s food was good. Her prices were reasonable. But nothing made her restaurant stand out.
In business, blending in is dangerous. It means customers might like what you offer, but they won’t remember you. It means you become just another option, instead of the only choice.
Standing out—that’s where the magic happens.
What Makes You the Only Choice? (The Domino’s Pizza Story)
“Bisi, you don’t have a why-you factor,” I said. “There’s nothing making your restaurant the obvious choice.”
She frowned. “But my food is good.”
“So is theirs.”
She sighed. “My prices are fair.”
“So are theirs.”
She was silent for a moment. “So what do I do?”
I smiled. “You do what Domino’s Pizza did.”
The Challenge
Back in the 1960s, Domino’s Pizza was just another pizza shop, struggling to compete with established brands. They didn’t have the best-tasting pizza. They didn’t have the cheapest prices.
So why should people choose Domino’s over other pizza places?
That’s when they introduced their game-changing Unique Selling Proposition (USP):
“You Get Fresh, Hot Pizza Delivered to Your Door in 30 Minutes or Less or It’s Free.”
Why It Worked
Domino’s didn’t focus on taste or price. They focused on speed and reliability—something their competitors weren’t emphasizing. Their USP worked because:
- It Solved a Specific Pain Point – Customers wanted quick, hassle-free meals, especially busy families and students.
- It Was Clear and Measurable – The 30-minute guarantee set a concrete expectation and built trust.
- It Created a Competitive Advantage – While other pizza chains focused on flavour, Domino’s owned the fast delivery niche.
The Result?
Domino’s grew into one of the biggest pizza brands in the world. Even though they later dropped the “free pizza” guarantee for legal reasons, their brand is still associated with fast, reliable delivery—something that continues to set them apart from competitors.
And that’s the power of a Unique Selling Proposition (USP).
It’s not about being the best at everything. It’s about being the best at something that matters to your customers.
Lesson for Small Business Owners
I turned back to Bisi.
“Just like Domino’s focused on speed, you need to focus on something—a specific pain point that your customers care about.”
She nodded slowly. “But what could that be?”
I smiled. “That’s what we need to figure out.”
Potential USPs for Bisi’s Kitchen
- Healthier Nigerian Meals – Offering organic ingredients, lower-calorie versions of traditional dishes, or plant-based Nigerian meals for health-conscious customers.
- A Unique Cultural Experience – Creating an atmosphere that immerses customers in Nigerian culture with live Afrobeats music, themed nights, or storytelling events.
- A Convenient Meal Prep Service – Targeting busy professionals by offering ready-to-heat, pre-packed Nigerian meals for the week.
- Super-Fast Service – Positioning the restaurant as the quickest place to grab fresh Nigerian food, perfect for people on tight schedules.
- Signature Dish or Secret Recipe – Owning a specific meal, like “The Best Suya in London” or a special twist on jollof rice that customers can’t find anywhere else.
Bisi’s eyes lit up. “I love the idea of meal prep services. A lot of my customers are professionals who don’t have time to cook during the week.”
“That could be your edge,” I said. “The thing that makes you stand out. Your USP.”
Other Ways Small Businesses Can Stand Out in a Crowded Market
A strong USP isn’t just for big brands like Domino’s—it’s essential for small businesses too. Here are more strategies you can use to differentiate yourself:
- Niche Specialisation
Example: A bakery that only sells gluten-free, vegan, or high-protein pastries. - Exceptional Customer Service
Example: A tailor who offers free style consultations and delivers clothes to customers instead of making them pick them up. - Personal Branding
Example: A fitness coach who shares personal transformation stories and practical tips on social media, making clients connect with them rather than just a generic gym. - Unique Customer Experience
Example: A barber shop that offers complimentary drinks, music, and a relaxed, social atmosphere—turning a haircut into an enjoyable experience. - Strong Community Engagement
Example: A coffee shop that hosts weekly networking events or a bookshop that organizes author meet-ups to create a sense of belonging among customers. - Guarantees & Bold Promises
Example: A cleaning service that promises, “If you’re not satisfied, we’ll clean again for free.” This reduces risk for customers and builds trust. - Exclusive Products or Services
Example: A fashion boutique that provides made-to-order outfits based on the latest trends, rather than mass-produced clothing found in every other store. - Storytelling & Authenticity
Example: A handmade skincare brand that shares the founder’s personal journey of struggling with sensitive skin and how their products were developed from that experience.
The Power of a Strong USP
As we stood outside Bisi’s restaurant, I could see her mind working.
“Your business is like those newspaper headlines I saw earlier,” I told her. “You need something that makes people stop, pay attention, and choose you over the competition.”
She nodded. “So, if I focus on meal prep services, that could be my USP?”
“Yes. And if you communicate it clearly, your restaurant won’t just be ‘another Nigerian restaurant.’ It will be the place for busy professionals who want authentic Nigerian food without the hassle of cooking.”
She smiled. “I like that.”
I nodded. “Good. Because in business, standing out isn’t a luxury—it’s a necessity.”
What’s Your USP?
What makes your business different? What makes customers choose you over everyone else?
If you don’t have a clear answer, it’s time to find one.
Follow me on Facebook for more practical business growth strategies, and let’s brainstorm ideas together!
