Keeping It Real: How To Master The Art of Restaurant Branding
Learn how local chains and mom ‘n pops are standing out and delivering an authentic customer experience.
By: Andy Freivogel Co-Founder and CEO, Science On Call
What truly sets your restaurant apart from the rest?
What makes customers crave your cappuccinos, pine for your pancakes, or jones for your giardiniera?
Oftentimes, succeeding in the restaurant world is about much more than serving high-quality food and bev. The best restaurants focus on curating a memorable brand and customer experience. It's the magic ingredient that turns a quick bite into a lasting impression.
Here’s a quick example. I’m a Chicago guy. There are a million places to get Italian beef. But as soon as you hear those two words, your mind goes straight to the big yellow letters (and drippingly delicious sandwiches) at Al’s Beef. They’ve created a persona and are synonymous with the sandwiches they sling.
Building a memorable brand is really hard. But it’s also essential for driving customer loyalty and setting yourself up for future expansion. The data shows that building a brand that connects with your customers is crucial:
70% of customers are more likely to visit a restaurant with personalized promotions (offer up a summer side for your lunch regulars, give an extra sauce for anyone who orders with Rizz)
80% of consumers expect restaurant brands to have a social media presence and interact with them (run a social media contest to name a new menu item, repost a customer’s story when they tag you)
92% of patrons say they trust recommendations from friends, family, and celebrities (you don’t need a Just Beiber ad campaign, but word of mouth can be super powerful).
Our team at Science On Call, the 24/7 IT help desk for restaurants, has helped hundreds of restaurants across the country simplify their tech stacks. That means we’re in the trenches with owner-operators and their employees every.single.day.
We’ve seen many of our clients build authentic brands that make noise in a crowded restaurant world. Let’s examine some best practices we’ve learned along the way, and take some lessons from a handful of restaurants that are masters of marketing:
Branding buffet: 5 tips for crafting a memorable brand
It’s time to break down the key ingredients for building a brand that sticks in your customers' minds for all the right reasons:
1. Have some flavor beyond your food.
“We sell the tastiest burgers” isn’t enough these days.
Focus on finding your niche: the essence of what makes your brand, your brand. Is your burger the messiest? The juiciest? Do you slather on sauces based on local ingredients that customers can’t find anywhere else?
Or maybe it’s the way you sell your burgers: the experience a customer gets when they pop in for lunch. Do they get their burger in Instagram-worthy packaging? Is the waitstaff rude – on purpose – to break up the monotony? Customer choice becomes your friend when you lean-into your brand, authentically.
You don’t need a “gimmick”; you just need to show that your dining or sipping experience is different from the other options out there.
2. Spce it up with visual appeal and storytelling.
Now, let's talk about the visuals. Your logo, your signage, your online presence – these are the billboards that shout your brand message to the world.
A clean, eye-catching logo like Shake Shack's minimalist burger could do the trick. Or maybe you want to bring a mascot or character into the fold, like the Chick-fil-A cows.
Being memorable doesn’t necessarily mean spending a million bucks on an ad campaign. Consider recruiting a local designer, or checking out sites like UpWork and Fiverr for an up-and-coming creative. Heck, even run a contest for local patrons (or employees interested in design) to create their own logo or mascot.
Nobody does this better than Handcraft Burgers & Brew in NYC’s Bryant Park neighborhood: it just might have to do with the fact that one of the owners is restaurant marketing impresario David “Rev” Ciancio.
3. Speak your truth (and make it fun!).
You’ll also need to focus on the way you say things, in addition to your visual brand. Your brand voice is the personality behind your logo. Whatever you choose to be — playful and cheeky, sophisticated and scientific — let it shine through.
This goes for anywhere you need to write words about your restaurant; menus, signage, social media posts, etc.
For example: if you’ve read anything from Science On Call, you’ll know that we don’t want to come across as overly buttoned-up. We’re nerdy, creative, and not afraid to let it fly!
4. Connect with your customers.
Customer feedback is a key ingredient of any restaurant success story. Remember that your brand isn’t just about your restaurant; it’s also a reflection of the customers who come through your doors or drive-thru windows every day. Your brand should be a badge of honor for your patrons: a mirror that they see a little bit of themselves in.
Create a customer focus group to learn what your brand means to them. You might be surprised to find that what you think you’re portraying is actually coming across quite differently.
Engage with your followers on social media. Reward their loyalty with creative campaigns. Let patrons play a role in building the brand you stand for.
5. Be consistently consistent.
There are a million ways to build a successful brand. You can be anything you want to!
No matter what you do, it’s essential to stay consistent. Customers won’t know what you stand for if you’re constantly switching it up. Define what makes you tick, and then ensure that every interaction — from the greeting at the door to the quality of the food to the speed of service — reinforces that brand promise.
Michelin-level marketers: 5 brands that are crushing their branding
Let’s take a look at some brands — both national and local — that have shown a mastery of memorable brand building:
In-N-Out
There are many reasons why people will wait half an hour in a crazy drive-thru line for In-N-Out.
They pay their employees well. Their food is pretty inexpensive. You’re greeted with an enthusiastic hello when you approach the counter. They’ve curated a retro vibe that harkens back to simpler times. And that’s not even mentioning their “secret menu” of off-the-wall favorites.
PLNT Burger
PLNT Burger is building an alternative burger empire stretching from Boston to Washington D.C.
They’re committed to “serving the best burgers on the planet, and for the planet.” PLNT Burger is serious about environmental sustainability, and this message comes across in everything they do. They’ve also created dazzlingly colorful packaging that really stands out.
Plant Power Fast Food
Plant Power, which offers 100% plant-based burgers, fries and shakes, has dubbed itself “the future of fast food.”
The West Coast chain has fully embraced “no nonsense” food that’s lacking many of the additives and chemicals we find in a lot of traditional fast food. They’ve also implemented items such as “The Big Zac” and “The Ribby Sandwich” that parallel some famous menu items from more well-known establishments.
&pizza
Mid-Atlantic pizza chain &pizza has dubbed itself the “anti-establishment establishment.” Take one look at its website and social media accounts to understand why.
&pizza pushes the envelope with eye-catching menu items, such as the Broke A$$ Bundle (a value pizza meal) and The Glizzy Maguire (a pizza with hotdogs, jalapenos, and more). And guess what…they’re not apologizing for it!
Square Pie Guys
Square Pie Guys, located in the Bay Area, is committed to taking “a community-centered approach to growing a brand.” The pizza chain supports local organizations, sponsors community events, and shares meals with locals in need.
They’ve also created a pretty sweet mascot duo, dubbed “The Guys”: a pair of Detroit-style pizza slices joined at their cheesy hips (do pizza slices have hips?).
Hey owner-operators - want more time to focus on your brand?
Use the tips above, sprinkle in your own unique flavor, and watch your brand sizzle!
And don’t you dare forget: the team of restaurant tech rocket scientists at Science On Call is always here to support you. We help make sure your technology runs smoothly so you can focus on what truly matters – delivering an unforgettable customer experience that keeps them coming back for more.
We’re here with 24/7 tech support for restaurants, just one text or call away. Give us a shout if you’re looking to take tech off your plate!