Guy Fieri is out there somewhere, and wherever Guy is, Flavortown is sure to follow. It is easy to think of Flavortown as just another cheesy (as it literally often is) catchphrase on par with Emeril Lagassi’s “Bam” or “Let’s kick it up a notch,” but Flavortown means so much more, and its inhabitants are merry and numerous. To put it simply, Fieri is good business and as ridiculous as it sounds, tapping into his energy might be good for your small business. 
Since his first series “Guy’s Big Bite” premiered on Food Network in 2006, Guy Fieri has traveled the United States spreading cheer and renewed interest in scores of restaurants. No market has been too small for locations on his mega-hit show “Diners, Drive-ins and Dives,” and his dedication to establishing remote embassies of Flavortown has done wonders for the small businesses involved. Time and time again, Guy’s showcasing of restaurants and their best dishes has been the recipe for attracting new customers and establishing reaffirmed brand loyalty with existing ones. In Guy’s newest series “DDD Nation,” he revisits eateries from past episodes and more often than not, he has to put a different address into the GPS of his candy-painted muscle car because the owners have opened up a second location, or moved onto a higher occupancy restaurant space. But why does Guy Fieri have this effect, and what can you as a small business owner learn from it?
Guy Fieri demonstrates a human element that is no longer en vogue in today’s business climate of artisan this-and-that and other pretentious proclivities. Guy Fieri is silly–wholesomely silly–and the absolute last word you would ever use to describe the bleach-haired bard is “pretentious.”
His “Don’t worry, I’m the cool dad” bravado and self deprecating humor displayed in between bites of comfort food not only highlight the joy of the dining experience, but highlight the secret he’s shared with the small business owners on his show: Don’t take yourself too seriously. A spark of tongue-in-cheek, or wackiness (think the branding of MOD Pizza, or Jimmy John’s) seems to resonate with the younger generations, and an adept use of it could have a positive impact on your small business. Stop obsessing about whether your clientele will rave about your molecular gastronomy, rustic-chic décor, or selection of Peruvian-sourced hand creams. Focus on them raving about the time they had in your store, or on your website, and do so by being authentic, whatever that means to you.
After all, people don’t watch “Diners, Drive-Ins and Dives” or flock to restaurants featured on it for the novelty. Instead, they come for the experience they see Fieri embrace there. Unadulterated grub, and unadulterated fun in a place that feels like home. You don’t have to spike your hair, slather all your services in barbecue sauce, or even have your business featured on a reality show to find your golden ticket to Flavortown. Flavortown is a state of mind, and its economy is booming.