Welcome to Pune. Every corner of this city is at the onset of change. And every street is now witnessing some new commercial establishments attracting a lot of crowd. These are food joints. Some of them are franchisee of some multi or national level brands. A few are desi avatars of some renowned food chains. While many of them are claiming to own multiple cuisines. Collectively all of them together have dramatically transformed the face of the city and have introduced a lot of new trends in the way people eat out. And mind you. Gone are the days when this used to happen only during weekends. Now it’s an everyday affair.
Against this backdrop, branding a restaurant is truly challenging. Because the competition is tough and we are up against a few national & international level giants. We have recently ventured into this arena with one of our prestigious clients. And wow, what an amazing experience it is turning out to be! Simply enriching. Here are a few takeaways for restaurant branding –
The competition is tough
Every nook & corner has one. They are simply mushrooming day by day. Almost all of them have fair knowledge of marketing communication. They might not have a prudent brand strategy but the fact is they are visible and they are uploading quite regularly.
Youths are the key influencers
If you keenly observe you would notice that the communication is meant for youth. The font selection, colour scheme and especially the dialect will indicate that. The reason is simple. These are the buddies searching online for newer options of eatery joints, casual dine restaurants and exotic fine dines. The importance given to them varies but they are undoubtedly the key influencers.
Experience building is as important as character building
The brand character tells us the credentials and the strengths the restaurant is known for. It gets built over a period. Each & every piece of communication contributes towards it and thus creates a picture. Since it is like joining the dots. But that’s not all. Building a distinctly unique experience is also imperative. Because brand will generate footfalls but it is the experience that will strengthen a long-lasting recall.
Environment branding plays a major role
There is no limit to creativity. You can make use of the entire floor to your advantage. The pillars, the doors, the roof, the table mats, the jars, the cutlery, the uniforms of the waiters, the menu card and even the live music…all are integral parts of environment branding.
A lot revolves around Digital Marketing
None of the newspapers you have subscribed for will have advertisements of your favourite restaurants. But the latest offer is appearing directly on your palms through your smart phone. Through facebook, instagram, whatsapp, youtube, google search & display ads, twitter…platforms of digital marketing are being used efficiently. Online is the name of the game.
Keep an eye on ORM & reviews
One bad review and your brand image gets a dent. A few negative online remarks on social media and you are in deep trouble. And one off-putting video goes viral and your online reputation is shattered. One needs to keep a close watch on ORM & reviews.