6 Steps To Successfully Rebrand Your Restaurant
Branding is everything for a restuarant, and the value of uniformity and consistency can be huge. However, if you have established that the brand is not working for whatever reason, there is a need to go back to the drawing board to re-brand. Yet, with this, you need to know serval things in order to make the re-brand successful and either build or continue a striving restaurant. Hence, why we've outlined the 6 steps to successfully re-brabnding a restaurant.
Understand where you are currently positioned
Before you can make any changes, you need to understand and identify how your restaurant is currently performing. You need to outline everything from what you are doing well, and what you could improve upon. A starting point for this will usually be to analyse your takings and see what they can tell you about your business. For example, do your diners spend more on food or drinks? Are there any favourites on the menu? Or any events that you host that appear to be popular? You may also want to carry out alternative research by talking to family, friends, staff and customers. Ask them for an opinion on various aspects of the business, what they like about your establishment, but a more important piece of information could be what they like about other restaurants in the city. A combination of this information should give you a focus for your rebrand.
Collect and use your history
If your business has existed for a while, you may be sitting on a goldmine- some companies pay marketing companies to develop background stories for them, just to sound more established and authentic. If possible, you should gather as much company history as possible and scatter it throughout your branding and marketing. You should explain how your company came to be and why customer and diners should see the value in it. For example, if your business is family run, you should highlight this, diners love something that is built from a family love, and are able to share that sense of coming together, highlighting that your venue has a cosy feel to it, and your customer are treated as friends. Whatever your business background, you need to let potential visitors know how it will benefit them.
Don’t copy, but take inspiration!
When you are thinking about rebranding, it’s important to pay attention to what your competitors might be doing better than you. Visit their restaurants or bars, examine their staff behaviours, customer reactions and the operations that go on throughout the establishment. You should also look at how they market themselves, everything from their logos, colours, and signs to interior, feature items and restaurant layout. Plus look outside of their restaurant, monitor their presence on social media channels, magazines, or even on review websites. There are several websites that advise on how to take inspiration- but it is vital not to copy, keep things authentic and ensure you stand out from the crowd!
Uplift your interior design
If you want to give your restaurant a complete and updated re-brand, then you are going to need to consider redesigning the interior. Research shows that customers like to dine in a fresh-looking restaurant, rather than one that is tired looking. Your previous research about what customers like about your restaurant and what they think you could improve on, will help aid the design planning. Decide whether you want a general vibe, along the lines of rustic and simplistic, or you prefer a style that reflects your brand. Whatever you do, make sure the design is consistent with everything from, the greeting zone to the toilets. You’ll need to consider basic aspects such as the amount of tables you want, spacing, the type of music you want to play and more importantly who you are targeting- do you need something that will entertain children throughout meals? All of this will come together to create your brand, but most importantly make sure it all works together, there is nothing worse than an overcrowded miss matching restaurant look.
Get active on social media
If you aren’t using social media to market your restaurant or interact with your customers, then this is the perfect opportunity to start! We cannot stress how much being active and keeping in touch with your customers, increases chances of repeat customers and builds customer relationships. Social media is an excellent form of relationship marketing, and something you should read up on if you don’t know what we are talking about. Plus, it’s safe to say people are obsessed with online sharing! Research revealed that over 88% of people are influenced by online posts they see about restaurants. Therefore, if you want a positive influence over your diners, you need to get active and start shouting about your brand online! Start off with an account on twitter and Facebook to give you that boost into the online world, with simple information stating your location, opening times, and contact numbers. If you are launching something new on your menu, or are offering a specific deal, then post an image of it, create simple banners stating your offer- marketing research shows that images of dishes, restaurant interiors or deals are the best way to influence people. On a more important note, interact with your customers- if someone posts a lovely comment about your food or their experience their restaurant, then respond quickly, thank them, be professional but personable!
Host a re-brand event
It’s important that you open your new establishment with a bang, you want everyone to know about it- and the more drastic the opening the more attention you will receive! However, it is important to note that planning this in advance is key. Choose the date carefully, and ensue that this doesn’t clash with any other event within the community! You may also want to avoid dates that include national sporting events, music festivals or other big events in the area. Also take into consideration the numbers you may expect on your opening night- although this is a chance to give your customers a taste of your new menu, you want to expedite quality food! Instead, consider offering a small number of your best dishes, of course ensue to offer a range of dishes that outline your brand, who you are as a restaurant, and importantly offer vegetarian, vegan and gluten free options to appeal to a wider market.