2nd June 2020
Branding holds immense significance because of the overall impact it brings to your business. The meaning of branding has changed over the last decade. Earlier, the iridescent dash of colors was used to differentiate a business’s products from others in the market. However, today, branding has become more than that.
Not only it helps in earning a competitive advantage in an innately competitive marketplace, but it also espouses the brand’s personality. Moreover, it helps establish a strong position in the minds of prospective customers.
An effective restaurant branding can help to differentiate your eatery. It sets a well-defined roadmap for your audience that explains your restaurant’s offerings and personality.
There is a widespread inconsistency regarding the importance of branding. Many restaurants, especially startups,acquiesce to their fate and make little or no efforts towards branding when in actuality, they should invest more towards it.
Restaurant branding helps in conveying your restaurant’s personality to your prospective customers. It positively influences customers’ opinions about your restaurant and encourages them to visit more often. An effective brand helps in establishing emotional connections with them.
Your branding should resonate as soon as the customer enters your restaurant. It must stay cohesive and convey the same vibe throughout your ambiance, service, type of food, and staff. This will not only encourage customer loyalty but will also attract prospective customers who may be drawn to your restaurant through effective marketing.
To create a cohesive and distinctive, your restaurant must possess all the elements of branding.
Without wasting another minute, let’s delve into the essential elements of Restaurant branding,and let’s discover what the Pros have to say about restaurant branding.
Sometimes even the restaurants with the cheapest menu or beautiful interior have to struggle with filling up their tables. Why? Because their restaurant concept is misleading or doesn’t fit with the brand’s personality overall.
What type of restaurant are you running or planning to run? Is it a sit-down restaurant that aims at the corporate sector, or a fast-casual counter-service spot where people, mostly teenagers, come and go? Your concept must have the ability to reflect your brand.
Take Ruby’s Diner, for instance, thered, shiny laminate booths, hanging retro bicycles, and the bright lighting reminds the customers of the 1950s era. The staff’s choice of attire is heavily influenced by the 50’s-inspired outfits. It also offers classic food that includes burgers, sandwiches, fries, and milkshakes. As such, part of Ruby’s Diner, or brand in action is their retro-designed interior which makes nostalgic about the vintage 1950s era.
Demographics refers to the characteristics of your target audience and includes their age, occupation, income, lifestyle, eating habits, education, etc.
Being the owner of a restaurant, you must be clear about the type of audience you are willing to attend. Are you planning to target people from the corporate sector, teenagers who tend to be ravenous after school, or couples who want to spend time with their loved ones in a friendly, cozy ambiance?
Before answering the above questions, it’s best if you conductan in-depth analysis of your intended location’s demographics and decide your restaurant’s theme accordingly. Contacting a professional branding agency is recommended as they will brainstorm amazing ideas and provide you suitable branding solutions according to your budget, location, and target audience.
Need some ideas regarding the branding of your restaurant? Check out our portfolio of what we`ve done for numerous restaurants across the states.
Selecting the appropriate name is acrucial part of restaurant branding – and the most crucial one as well. Maybe that’s why it takes days, months, and even years for some businesses to come up with a quality restaurant name.
Some entrepreneurs even ask their logo designers for suggestions because these professionals conduct extensive research before crafting a customized logo design, and their probability of coming up with the most suitable name is relatively high.
Your restaurant name should be unique and memorable. It should be relevant to what your restaurant offers. Imagine a fast-food restaurant having a sophisticated name, sounds weird, right? Your name should depict your brand and give customers an idea of what they should expect when they are standing at your doorstep.
Your restaurant logo is the first thing noticed by your customers and potential customers. They will see it and instantly form an opinion – good or bad. One lousy opinion, and no matter how amazing your food is or how calm and cozy ambiance you offer, all your efforts will go in vain. You would never want that.
Therefore, make sure that you craft a creative logo design that perfectly goes with your brand’s offerings. While symbols and emblems are considered the major components of logos, they are not always necessary. Asuitable typeface can be just effective in representing what your restaurant is all about on your website, menu, and other marketing mediums.
Before opening a restaurant, you must conduct proper SWOT and competitor analysis of similar businesses in your market. This will you understand what you lack and assist in devising more effective marketing and branding strategies.
Moreover, examining established restaurants in your area will make you understand what will work best for your target audience. Don’t precisely imitate your competitor’s strategies because you want a unique brand identity for your business.
Competitor analysis will aid you in better understanding your market and identify what marketing mediums, content, and positioning work best for your target audience.
One of the first few things you should work upon is defining your restaurant’s mission and vision statement. This will work wonders for you in case any critical situation arises in your restaurant’s life cycle.
A mission statement defines your restaurant’s values and purpose and gives customers access to your values and priorities. Well-defined values can help customers develop an emotional bond with your restaurant and possibly become loyal customers.
If your mission is to provide quality fast food that aims at children aging between 12 to 22, then this will help steer your restaurant in a specific direction. Your marketing and other strategies will be planned and crafted according to it.
Ever wondered why Mc Donald’s instantly comes to your mind when you crave a chicken burger and fries? That’s because they provide quality food and truly satisfy your craving as a customer. They have managed to gain your trust and recognition over time, and that’ how they became an amazing food brand.
The customer plays an integral part in restaurant branding. Therefore, you must ensure to surround your mission statement and core values around them. Professional branding services always emphasize entrepreneurs to imagine themselves in the shoes of your customer before making any critical decisions. Will that decision please them? If the answer to that question is no, its best to drop that idea at all.
Prioritizing customers will help gain trust and confidence amongst them and set a strong foothold in the food industry.
The ambiance is one of the significant factors that drastically influence a customer’s choice when he is selecting the restaurant; he/she wishes to dine in.The atmosphere plays a significant role in providing customer satisfaction as well as retention.
When customers opt to dine out, they not just expect quality food but an exquisite dining experience. Therefore, you should provide a distinctive and pleasant atmosphere.
Your ambiance must be fine-tuned with components such as lighting, interior décor, music, staff’s apparel, and menu design, so it adheres to your brand – ensuring a comfortable guest experience.
Before visiting, both existing and potential customers are more likely to check out your website to scroll through your menu, read reviews, or to learn more about your restaurant only. Therefore, you must have an online digital presence!
But having a visually appealing business web design isn’t enough, many people like following their favorite restaurants on social media platforms such as Facebook and Instagram. Therefore, you need to keep your brand consistent on all platforms.
The engaging web design professionally edited Instagram posts, the content written in the caption area, and numerous other trivial details online, reveal a lot about your brand.
There is a likely chance that your potential customer may first be exposed to your website or Instagram handle, so investing in a professional and high-quality website and keeping a professional, active Instagram makes it all worth it.
The kind and quality of food you serve say a lot about your restaurant. Serving quality food can contribute immensely to your restaurant’s good reputation, and compel your customers to visit more frequently.
As much as incorporating the above elements into your branding strategy is necessary, you can always get inspiration from the professional and established brands that already exist in the market. Not only will it bring a positive impact on your restaurant’s overall reputation, but it will also make you understand where you lack.
However, if you are thinking of letting a professional do your bidding, then we`ll love to be of service. Have a look at our work that we`ve done for dozens of restaurants across the states. We can do the same for you!
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