This is not a butcher, certainly not what I’d expect a butcher to look like.
Branding themselves as The Meat Cellar separates this business from butcher businesses. In doing so they change the expectation of shoppers, they pitch themselves as specialists.
The days of similar small business retailers trading under a common name are over. Specialisation is the key – under a group banner or under your own name – what you call your business and how you present it on the high street or in the mall positions your point of difference.
With the gap between good / successful retailers and bad / unsuccessful widening – as evidenced in the recent newsagency benchmark study results – connecting your business with the worst is not ideal. I suspect this thinking played a role in the development and branding of The Meat Cellar.
By the way – if you love cooking and eating meat, you must check this place out.