Turning the Flywheel: How Momentum Powers Everything at The Local Epicurean

In business, there’s a temptation to chase growth through one-time wins. Flashy marketing, viral campaigns, limited-time offers. These things can generate attention—but rarely build something that lasts.

At The Local Epicurean in East Lansing, we’re aiming for something different. Something enduring. Something that gets better, stronger, and more impactful with every guest we serve.

To do that, we’ve borrowed a concept from one of the world’s most respected business thinkers: Jim Collins. In his book Good to Great, Collins describes a powerful idea known as the Flywheel. It’s a metaphor for how great businesses gain momentum—not through one big move, but through a series of consistent, reinforcing actions over time.

“Good-to-great transformations never happen in one fell swoop,” Collins writes. “They follow a predictable pattern of building momentum, turn by turn of the Flywheel.”

That idea has become core to how we’ve built The Local Epicurean in East Lansing—and why the experience is designed the way it is.

The Local Epicurean Flywheel

Our Flywheel doesn’t begin with food (although the food is pretty great). It begins with immersive, hands-on cooking classes—our most high-value, high-impact offering.

These classes are where most of our guests experience The Local Epicurean for the first time. They come in groups. They cook together. They laugh, sip wine, and learn something new. They leave with a memory—and usually, something delicious to take home.

But that’s just the first turn of the wheel.

Here’s what happens next:

1. Immersive Classes Bring People In

Our classes are designed to be unforgettable—and to bring in multiple guests at once. They’re our most visible, high-value offering and the gateway to everything else.

2. Guests Enjoy a Drink at the Bar

Before the class starts, many guests grab a craft cocktail, a glass of wine, or one of our famous mock-tails. It’s the start of a deeper hospitality experience—and a new revenue stream layered into the moment.

3. They Sample the Market

During the class, guests cook with our handmade pasta, artisan oils, sauces, and seasonings. They see our fresh pasta being made in-store. They discover the market not as a shop, but as a living, working part of the experience.

4. They Buy Something to Take Home

The experience naturally leads to purchases. A sauce they tried. A pasta they helped make. A bottle of wine they want to enjoy again. And suddenly, the class becomes a new favorite place to stop by—any day of the week.

5. They Return and Tell Others

This is where the Flywheel gets really powerful. Delighted guests come back for another class. They tell their friends. They book a private event. They follow us on social. They become advocates.

6. The Wheel Turns Again

And now, new guests are discovering us—starting at step one. The class. The drink. The market. The moment. And the Flywheel continues to turn, stronger with every cycle.

Why We Built It This Way

None of this is accidental.

The layout of our space, the design of our classes, the visibility of our pasta production, the product sampling, and even the placement of our bar—they were all built with the Flywheel in mind. We wanted to create an experience where every part strengthens the whole

Because that’s how you build something sustainable.

That’s how you create not just transactions—but relationships.

That’s how you move from being a business to being a part of the community.

A Business That Grows With Every Guest

We believe hospitality is about more than just serving food. It’s about creating moments—and designing a business that makes those moments matter.

The Flywheel reminds us that momentum doesn’t come from luck. It comes from doing the right things, in the right order, with consistency and care.

That’s what we’re building here, one class—and one guest—at a time.

We hope you’ll come see it for yourself.

— Gina and Mike