There are multiple restaurants in a 5 star hotel some positioned around a theme some with unique concepts.
One such is Dialogues in the dark. It is pitch dark inside. Those serving there are visually impaired.the unique idea attracts it's customers.
There is a star hotel in my city with option of registering your signature dish. If a resident guest opts for a certain dish on the registered list it gets served the next day.
The entire idea is to create a win win situation. For the maker and consumer.... The novelty makes people scan for their comfort food. Come on Anupama how novel is her women empowerment idea as opposed to THE CEO IN THE BUSINESS CONFERENCE AT CHICAGO