Brownsteins Deli & Bakery is a small family-owned bakery in Brighton, NY, specializing in Bagels and various other Kosher foods. Located close to Brighton High School in the “Twelve Corners” area of Brighton. While it does not lack in business, most of it’s income comes not from people coming in to the business, but from providing food to schools, houses of worship, funerals and group gatherings. However, unlike many other places and competitors, Brownsteins does not have a website. What comes up in a Google search are simply reviews and wiki entries. It has to rely on in-person sales pitches, regular customers, and phone book coupons. I propose that Brownsteins be brought into the 21st century with a website that would provide the menu, online ordering and other features. This will allow easier communication, ordering and also information. Public Relations Online has several interesting ideas on how to incorporate the internet that could aid Brownsteins in doing this. For example, Public Relations Online notes how hype is a powerful thing, giving the example of Orson Welles’ infamous War of the Worlds broadcast which caused mass panic in parts of the country. While we certainly wouldn’t want such a thing to occur, what War of the Worlds did well was , while being fictional, gave enough sense of truth that people believed it. A one-way approach (like mentioned on page 30 of PRO) with a similar “legendary” approach could work well, making the small family-owned business a touch of the mythical to feature on the Website, perhaps getting in touch with stakeholders and media consumers used to bland information.
ABOUT BROWNSTEIN’S:
The history of Brownstein’s Deli and Bakery is primarily anecdotal. Legend has it that Irwin Brown, owner of a now-defunct Pizza Shop next door to Brownstein’s current location, was approached by the former owner of the shop, one Mr. Stein. Stein offered Brown a deal: buy the venerable Bagel place, and keep it running as Stein moved on to other interests. Brown took the offer, and renamed the store Brownstein’s, after himself and the former owner. Since then, it has offered fine Kosher fare to schools, private events, religious facilities and, of course, the average man. Bagels, Challah, Cookies, Fish and many other fares are available.
