Recipe for creating an identity

After three years (almost to the day), our original 'German Platter' concept certainly has evolved. The first year it was merely a thought - something to bring up in conversation over a late Sunday brunch and say, "Wouldn't that be cool". The second year was making sure we knew what we would be getting into by opening our own business, and then putting things in place to make sure we were able to do so. Somewhere in the middle of all this the name was created...and this last year has been pulling all the ingredients together to ensure WickeDeli can have a life of its own. And as you know (from your own teenage angst years), the first step in having your own life is figuring out who you are.

The identity of a company is pretty much the same as our own personal identities - there are complexities and simplicities. You know...layers. Like Shrek said, "Ogres are like onions...we both have layers." Some layers you want people to notice right away...and some you would rather leave a mystery - to encourage further discovery. I thought it would be harder than it was to bring out all the layers of WickeDeli - to make sure all the necessary elements were there, but with subtlety too. It wasn't really the "oh, I'll know it when I see it" process...it was more like the "dab of this, dollop of that, taste it...no, maybe a pinch more of that" type of process.

Overall it was an intense and truthful process. But I know the recipe is right, because every time I look at the life we have created for WickeDeli, I don't taste the onion at all. Instead all the flavors blend together - layer by layer - to create an interesting, provoking identity. Don't we wish we could all say that about ourselves.

-Tatiana

We are so very close...

...to

revealing

our

logo...



stay tuned...!

The current happenings...

(You may be wondering why we haven't posted in awhile...there was a much needed vacation in there somewhere).

We have received quite a few inquiries from friends, family and colleagues, like: "How are things going?", "What are you currently working on?", "What's going on?". So we thought we would give you a quick update on some of the things that are currently in the works:

• logo concepts in second stage of revisions;
• once the logo is solidified, Curtis Hart will take our logo and make www.wickedeli.com a better looking landing page;
  
• preliminary conversations with restaurant / space planners;
• preliminary conversations with Fort Worth real estate brokers;
• solidifying recipes (this means ongoing taste testing - yay for us!);
• drafting internal processes;
• professional pictures of management team;
  
• finalizing POS / Inventory system;
• finalizing market research data;
• finalizing finance / accounting details.

Things are moving along really well and (as always) we appreciate your ongoing enthusiasm and interest in not only the end result, but the journey!

What we offer...

Yes, WickeDeli is a deli...but we are not 'JUST a deli' (see the WickeDeli timeline on our blog's home page). We like to think we are creative folk and as we discussed our business offerings and services - the following structure took form:

DELI- you can eat-in, take-out or pick-up. We focus on using natural and/or organic foods, local farmers (where possible) and high-quality, imported German foods. Our menu consists of a 'build your own' concept from our 'German Platter' to our salads, even our breakfast items! And if there is a particular meat or cheese you really like - you can just buy it by the pound right over the deli counter (just like the old days of the corner market).

GROCERY- any of our packaged items that we use in the deli, you can buy in our grocery area. Really like that local honey we use? Or that quark? http://www.nationmaster.com/encyclopedia/Quark-(cheese) Or maybe you want to make up your own brats and sauerkraut at home? Good thing we have the grocery so you can satisfy your tastes from home, too.

BAKED GOODS- we will bake our own organic breads on-site. Note: we are not a bakery, but our bakery partner provides their delicious, natural and organic breads to us frozen so you experience fresh baked bread for your sandwiches and German Platters. We do bake some specialty items on-site like Herta's Kuchen and some cookies. And we partner with a couple local bakeries to provide the other delectable goodies like scones and homemade Black Forest Cake.

Hungry now? Good...only a minimum of 7-8 months to go! Hang in there...

Being a conscientious business

By our standards, being a conscientious business is not just about pushing forward with everything you have, every day - striving for perfection. It isn't just about finding the best materials and relationships to maximize the business. It isn't just about thinking of every possible detail from every possible angle.

So what do we think being a conscientious business means? And why do we feel we are so different than others?

Early on we knew that in order for WickeDeli to be a success it had to be an extension of ourselves. It had to be something we were proud of not just because we had the tenacity to open our doors and keep it going, but that we instilled within the business our morals and values. So, to us this meant being conscientious in HOW we approached the business and HOW we wanted to build WickeDeli from the ground-up. (It's always 'those little things', don't you think? And in this case, it's about the little AND big things!).

Because family, community and the environment are so important to us at home, it was natural that WickeDeli would emulate those same values. So from a business perspective that means: using organic and all-natural foods as well as biodegradable products, supporting local farming families, involving family and friends, staying in touch with our community through neighborhood associations - staying engaged...

There are still many individual foundations to be laid but it is a journey not necessarily a destination; and we get to make new friends along the way...

So maybe people are drawn to WickeDeli because they think our name is cool and they are curious, or maybe it is because they feel they can relate, or maybe it is a new experience and inspires them. Whatever the reason, we can move forward knowing that we built it right from the beginning and that the impact we make around us is something we believe in.