| Successful restaurant marketing is contingent on | | | | massive competition it can be more difficult. |
| more than simply sending some coupons and | | | | Perhaps you have the best food in town, a |
| taking out a yellow page ad. Branding your | | | | master chef at work, or provide a particular |
| restaurant - for your food, your atmosphere and | | | | atmosphere well-suited to your audience (such as |
| your customers - has as much to do with your | | | | a bistro, night club or family restaurant). |
| restaurant's success as your location. Unless you | | | | To help you define what type of restaurant you |
| have zero competition (which is next to | | | | are, consider the features and benefits you offer |
| impossible), you need an intelligent branding | | | | your diners. Understand the distinction between |
| strategy to earn the customer loyalty that will | | | | the two. For example, having a world-class chef |
| keep you in business for decades to come. | | | | on-hand is a feature; guaranteeing that your |
| Importance of a branded image | | | | customers will enjoy their food is a benefit. List all |
| Branding is important because people purchase on | | | | of your features and benefits, and pick the most |
| emotion. When it comes to restaurant marketing, | | | | important that also differentiate you from the |
| they want to feel that they're eating the highest | | | | competition to base your brand on. |
| quality food prepared with care just for them. It's | | | | Branding through design |
| important to identify and promote your branded | | | | Skilled graphic design can transform your |
| identity so you can connect with your target | | | | restaurant's branded identity from a concept to a |
| audience at a glance. If your restaurant is not | | | | visual motivator. This image is what the world will |
| branded, then you're just another restaurant. | | | | see, and your customers will perceive the ideals |
| There's nothing that separates you from the | | | | and emotions that your image expresses. The |
| competition. | | | | power of graphic design is limitless, especially |
| This reduces your potential customer pool to | | | | when you incorporate sound brand identity design |
| make choices based on factors such as price, | | | | principles for your restaurant. |
| convenience and preconceived notions. Without a | | | | Food is a visual motivator in and of itself, but |
| branded identity, you have no control over | | | | when you take care to snap the best photos of |
| preconceptions and therefore you're forced to | | | | the right dishes for your target audience and |
| compete on pricing and location alone. This is not a | | | | present them in a fresh, crisp light, you can make |
| way to grow your restaurant. Cheap does not | | | | mouths water through something as simple as a |
| outsell quality, especially in the restaurant industry. | | | | postcard or poster. Your restaurant branded |
| This is why franchises such as Papa Johns Pizza | | | | designs should not only say what you offer, but |
| have gone to great lengths to market the fact | | | | what your customers will experience when they |
| that their ingredients are fresh. | | | | visit your establishment. |
| Branding goes beyond locale as well. If you have | | | | Your restaurant colors, logo, corporate identity |
| franchise aspirations, successful branding is critical. | | | | package, website and other print marketing |
| Remember that McDonald's began as a single | | | | materials are all a reflection of your brand; so |
| restaurant in San Bernardino. | | | | familiar, cohesive design must be applied to all |
| How to identify your branded image | | | | mediums. The goal is for your prospects to be |
| Consider how you're different from your | | | | able to glance at your material and instantly |
| competitors. What do you offer that they don't | | | | recognize who it's from and what you stand for. |
| (or that they don't promote)? If you're the only | | | | When you achieve this, you've developed a |
| place to get fresh fish in town, identifying your | | | | powerful restaurant brand identity. |
| brand niche is relatively easy; but if there's | | | | |