Maintaining a thriving restaurant business demands making strategic branding choices that tap into your potential customer base’s desires and build upon your unique company culture. But with so many branding trends and information readily available, where do you begin?
It might start with simple things like choosing the right colors and designing a memorable logo for your brand, but effective branding goes far beyond that. To truly maximize your branding potential, you also need to think about your target demographic, the products and services you offer, industry competition trends, and how you can differentiate yourself from other players in the market.
Executing a few branding tactics at a time, with everything you have, is the key to creating optimal branding that sets your business apart. To get started, let’s explore six practical ways that you can elevate your restaurant branding game and drive better business outcomes.
Knowing Your Audience
Bringing in customers is a great sign of good business. However, repeat buyers and loyal customers strengthen your brand to the fullest. Before doing anything else, write down who you want your target audience to be. Think about age groups, disposable income, and whether your restaurant is family oriented.
If your restaurant is known for deals, happy hours, and more accessible food, then it’s better to target younger people with less disposable income. For more upscale restaurants, it’s easier to target older demographics who have more established careers and businesses and who prefer spending money. Once you have the right target customer, they’ll be happy to come back to your restaurant regularly, which is fantastic for loyalty and repeat sales.
After identifying the ideal audience, focus on providing exceptional service that’s tailored to their specific preferences. Specials and promotions specific to each demographic could be a way to entice them to come back.
Additionally, making loyal customers feel valued and appreciated can go a long way. Even sending personalized messages on special occasions such as birthdays or anniversaries can . Building a relationship with your customers is a key component of fostering loyalty and promoting repeat business.
Open Communication With Customers
Word of mouth today is spread through the internet in a matter of seconds. Online customer reviews give viewers a snapshot of what to expect out of your restaurant.
90% of guests research a restaurant before dining. When customers leave reviews, be responsive. You first have to be open to criticism whether it’s on a positive note or a negative one.
Responding to each review which will show how open you are to communication with others. Your restaurant brand should be open to adapting to the wants and needs of your customers. This means showing gratitude and thanking customers when they compliment or recommend your restaurant.
For the reviews with criticism, be open to change by responding to the review and thank them for suggestions. If the review features a low star rating on Google, for example, ask for more information on how things could be better and apologize for not delivering a positive experience.
The only way to create a brand identity that establishes trust is to be open to communication with your customers, both positive and negative. You’ll find that this improves your customer service as well as overall customer satisfaction.
Spruce Up Your Brand Personality
Your restaurant brand should have a rich personality. Your brand personality should proudly state “this is who we are” to both new and existing consumers. Give customers an emotional connection to your restaurant every time they visit.
Your approach to this brand strategy can feature plenty of different elements. Take your menu for example. Does it have a boring font or blocky text that takes too long to read? Does it highlight your brand colors with custom images?
You can tailor your menu to be upscale, modern, nostalgic, or however you need it to be. Use symbols that represent vegan friendly or gluten free if you offer those options in your menu.
Additionally, you can create excellent consistency in your marketing with customized items that reflect your brand identity. With custom printed aprons, custom hats, custom apparel with logos, and even tote bags, you can create a consistent look for your staff while also offering stylish merchandise for your customers.
Last but not least, be sure to spruce up your cups. Custom cups with logos are cheap, effective, and can be used as a mobile advertisement with the addition of simple cup lids.
Focus on Customer Experience
What makes your customers say “wow” when they walk through your restaurant doors? Businesses today live for the customer and many of them put the customer first. It’s your job to make sure every customer interaction is a pleasant one. Excellent service defines a brand for as long as they exist.
You can get a jump on fantastic customer experience by thinking about modern trends. In fact, most customers are willing to pay more for a great customer experience. Offer online ordering and the ability to place reservations through your website. Next, make sure your decorations are up to date and eye-popping.
Catchy colors, furniture, and menus make for photogenic social media posts. These elements can quickly spread awareness for your brand online and attract new customers. It’s also a great idea to add more outlets for people who bring tablets and laptops in for a visit. Your restaurant is maximizing branding by connecting with what your customers want the most.
Loyalty Programs
You should always reward your best and most loyal customers for sticking around for so long. Offer special rewards on customer birthdays like dessert or a special discount. Programs are a great way to go because it encourages loyal behavior. Most consumers are more likely to spend with businesses that offer a customer loyalty program.
Trends are showing that customers are already used to loyalty programs and are interested in opting in. It’s a pretty straightforward concept: every time a customer spends money at your restaurant, they can work towards a goal. The goal includes more rewards, discounts, and specials for staying active.
Consider gift cards so customers have the flexibility to redeem rewards however they choose. Flexibility is great because customers have a choice for free items on the menu rather than a preselected one.
Top Talent Employees
Your employees should have a deep understanding behind your company vision. They also have a seamless fit with your company culture and know how to bring your vision to life.
A top talent employee truly understands the importance of your customers. Whether they know how to problem solve on the fly or serve patrons with enthusiasm and care, great employees deliver a memorable customer experience.
Your top talent employees maximize your brand because they keep customers coming back. Charismatic employees build an emotional connection with customers and consistently provide an outstanding experience each time. Not to mention, they are easy to train which is essential in a fast-paced industry.
Building a Better Brand
Building a restaurant brand may seem intimidating at first, but taking a strategic approach and focusing on a few key tactics at a time can make the process more manageable. By following these methods, you will establish a quality restaurant brand that will be impossible to ignore.
It’s important to remember that brand building is an ongoing process that involves consistently delivering high-quality products and services, building a strong reputation, and connecting with your audience in meaningful ways. Therefore, investing time and effort into brand building is a long-term investment that can pay off big time in the form of customer loyalty, business growth, and increased revenue.
Drew Thomas
Drew Thomas is a graduate of Georgia College & State University, where he earned his Bachelor's Degree in English Literature. He is an expert in brand marketing and has experience in freelance writing on topics ranging from sports to music reviews. He has also spent time as an editor, having revised website copy and press releases for local businesses. In his free time, Drew enjoys performing music, reading, hiking, and spending time with friends.
