Branding is crucial to a restaurant firm, however how a lot is an excessive amount of? How does a model create clear branding pointers and incorporate a powerful tradition? Does leveraging information assist optimize branding efforts?
Branding was the subject of a webinar titled “Unlocking Memorable Restaurant Experiences by Enhancing Model Consistency” sponsored by Raydiant and hosted by Fastcasual.com.
Educating viewers the position that expertise performs in guaranteeing model consistency and providing finest practices for branding have been Bobby Marhamat, CEO of Raydiant, and Tori Dundas, director of strategic partnerships for Par/Brink. The webinar was moderated by Mandy Wolf Detwiler, managing editor of Networld Media Group.
“On the core (of branding) is information,” Marhamat stated. “It is ensuring that with the ability to create that actual model expertise begins with (realizing) who’s your buyer, what are you attempting to succeed in, what’s the precise expertise that you simply’re attempting to create for that buyer primarily based on realizing who that demographic is. … On the core I might say your point-of-sale (system) is tremendous necessary (and) ensuring that is a cloud-based level of sale and realizing information on the core is tremendous necessary.”
Signage and message are necessary, as is what you are attempting to painting at completely different occasions of the day, he stated. “Know-how is de facto the enabler to create that true buyer expertise and also you do this by ensuring all the sides of what you join within the retailer surroundings is at its core what you are attempting to do to succeed in that buyer that you simply determine.”
Dundas stated model consistency is necessary as a result of what makes a model is how a buyer feels about it at each touchpoint.
“They’re touching your model in a number of methods,” she added, “each on-line and offline and interacting by on-line ordering apps, after they drive previous your retailer the way in which that it appears, after they see another person carrying a bag along with your model on it, after they’re within the retailer and the way they really feel about it.”
The atmosphere, meals and expertise mixed impacts how a buyer will react to after which have interaction in a model.
“The consistency is necessary,” Dundas stated, “as a result of every of those touchpoints come collectively to make that total model expertise and the way the client feels about it. (Branding) must be constant not simply throughout these completely different channels but additionally throughout the completely different areas if you’re a multiple-location model.”
To study extra about branding, click on right here to look at the free webinar.
