It’s on the island of Cozumel, Mexico, a somewhat out-of-the-way place primarily visited by SCUBA divers and cruise ships.
The restaurant’s floor is sand, and tables are set up under palm trees and sky.
There’s a small, Jimmy Buffet-esque shack where the food is prepared. There's no air conditioning since there is no power on this side of the island. If you are hot in the Mexican sun, have a hand-shaken margarita. The seafood is fresh because it’s just been plucked out of the ocean. This business is doing just fine running a fantastic restaurant without electricity or running water, and I don’t think they are in any hurry to change that.
But at Coconuts, you can pay with a credit card because they have Square connected to an iPhone. And, of course, they have a Yelp page so one can read reviews about their amazing cuisine and ambiance. Yes, they also have a website and a Facebook page.
Despite not needing electricity or running water, even Coconuts has adopted some key digital capabilities.
McKinsey & Company said back in 2016 that there is “Nowhere to hide” from digital, and apparently, this even applies at least at some level to “off-the-grid” beach shacks.