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Just off the Royal Mile in Edinburgh, my friends and I came across Oink!, a small restaurant with a simple business model. They are very successful as a restaurant by making the one item they sell perfectly. Here's how they lure people in: Here's their menu. You can order a Hog Roast Roll or a "Crackling" Hog Roast Roll. If you want to get something else, try a different store. One pig, two items on the menu, three possible condiments. That's it. And it was delicious, as you'd expect in a 1-item restaurant. When they sell only one thing, they're forced to do it well. If they're not getting repeat customers, they know exactly why.