Use Creativity To Outpace Rivals.(MANAGING FOR SUCCESS)(REAL SOLUTIONS)

Byline: Morey Stettner

When Phil Romano spoke at a grocery-industry convention in Phoenix a few years ago, he began by saying, "Look at my tie."

As he scanned his audience, he noticed that his flashy clothing contrasted with their drab suits. So he told them, "No wonder your industry is in a slump. Everyone's acting the same and looking the same. No one's thinking outside the box."

Romano, who created Fuddruckers, Romano's Macaroni Grill and other national restaurants, admits that he "hates to be like everyone else."

Author of "Food for Thought," Romano launches restaurant concepts based on a central "point of difference." Rather than copy what's successful, he starts with a new brand that's easily distinguishable from competitors.

For example, he was among the first restaurateurs to design open kitchens so diners could watch food being prepared. When developing Fuddruckers, a hamburger chain, he decided to include a glassed-in butcher shop where employees would grind the meat for all to see.

In developing his ideas, Romano not only seeks to differentiate his restaurants. He also asks himself, "What's important to keep ...