Nirvana, a dessert restaurant in lower Manhattan, has recently suffered
a serious downturn in its business. This unique establishment, the
only one whose menu consists only of rice pudding (but in 32 different
flavors), has been very successful ever since it opened a decade ago.
But a recent health scare has cut its business in half. For many years,
an increasingly larger percentage of young Americans have suffered from
strokes, and a recent major study has correlated this increase with the
consumption of genetically modified rice. Immediately after that
report came out, Rice Nirvana’s patrons stopped showing up.
Denton, the owner of Rice Nirvana, could replace his unique menu with a
conventional one, offering ice cream, cake and the like. If he did so,
however, his restaurant would soon go out of business, for it is the
quirkiness of his food offerings that attracts his customers. He could
also switch to heritage rice (that is, rice that has been certified as
not having been genetically modified). That sort of rice, however,
costs four times as much. In order to stay in business, however, he
must do just that, and he must let his customers know that Rice Nirvana
now offers desserts prepared from safe ingredients.
The argument would be strengthened if one of the following happened:
It were pointed out that genetically modified rice has been available for the last century.
It were pointed out that Denard Denton also owns a Chinese food restaurant that faces similar difficulties.
It were pointed out that the original study was conducted across the United States.
It were pointed out that restaurant owners must try, on average, three times before finding a business model that works.