If you have an unusual longing for hospital food, then D.S Music Restaurant, a Taipei restaurant bar with a medical theme, may appeal. Customers sit around a hospital bed as drinks ooze into their glasses from a container hanging from the ceiling. At a bar in Shenzhen, China, staff dressed as hot nurses provide drinks from syringes and test tubes.
Implications - In the face of competition, one of the ways in which a brand can stand apart is by serving a very narrow market. Themed restaurants like this are using this branding strategy and catering to patrons who are looking for a very unique, and specific, experience. Such a marketing strategy can be applied to other industries as well -- in particular, retail.