3 Businesses who have cornered their niche
In a competitive market, it can be challenging to stand out from the crowd. A few examples of businesses who have cornered their niche and mastered that competitive edge.
Written By: BOSS Editorial
Reading Time: 3 minutes
Let’s face it, every business wants to be recognised as the top experts in their industry. Even the neighbourhood mom-and-pop-shops want to be the go-to for their local customers, and for many consumers the reverse is true. They would rather support brands who have clear expertise in their industry rather than be taken in by those who undercut costs.
But in a competitive market, it can be challenging to stand out from the crowd.
A few examples of businesses who have cornered their niche and mastered that competitive edge
1. Roni’s Mac & Cheese
Roni’s is the brand behind the ‘viral mac and cheese.’ You may have come across their videos, preparing mac and cheese to order on TikTok or Instagram, often with a narration over the top telling stories about customer interactions, menu ideas or general anecdotes.
It is this impressive social media campaign that has helped the beloved Texan restaurateur grow to a franchise of 14 restaurants in four years, with ten more set to open around the US in 2026.
The lesson: The success of Roni’s Mac and Cheese bar is not just down to their unique and highly customisable menu, but the ‘word of mouth’ culture they’ve created with a strong social media presence.
2. Ormiston Wire
The story of Ormiston Wire is a fascinating one.
The family-run business dates back to the 1800s, and on the surface provides a perfectly simple product.
On the surface, a perfectly simple product – catenary wire, hard to imagine how this product can be anything other than functional.
But with a multitude of uses, Ormiston Wire have collaborated on some incredible projects, and was even one of the secret heroes of the origin story behind a beloved television franchise.
The company worked with puppeteers on the original Thunderbirds series in 196?, who were struggling with visible wires on camera. The manufacturers came up with an ingenious chemical blackening method to ensure the puppets could be operated without the wire being seen.
No job is too small for this ‘business as usual’ brand, but their work has had some incredible applications and their expertise has enabled them to be more than a manufacturer.
The lesson: Ormiston Wire have cemented themselves not only because of the quality of the product, but the expertise they offer alongside it. They know their product inside out, its applications and best usages, so you don’t have to.
3. Lily’s Kitchen
The story behind Lily’s Kitchen is inspired by one pet owner’s quest to create wholesome, healthy meals for her own dog.
Named for the founder’s border terrier Lily, owner Henrietta created the brand in consultation with pet nutrition experts and veterinary practitioners.
The brand now offers a wide range of dog and cat food, as well as treats designed for calming and relaxation, priding itself on natural remedies.
The brand thrives on truly understanding the concerns of pet owners in a genuine way, and with massive success – their products are stocked across pet stores in the UK, including Pets At Home.
The lesson: Lily’s Kitchen empathises with pet owners in a way that avoids the usual corporate messaging by leading with respect for their customers and care for their pets.
Want to carve out a niche for your businesses? These are just three unique brands to take inspiration from.
