Let’s say you have all the right restaurant equipment, a great wait staff, and a decent customer base, but maybe your business isn’t seeing as much traffic as you need. It might be time to consider rebranding your restaurant. Rebranding consists of changing your marketing concept in order to promote awareness and increase revenue. For example, Domino’s Pizza garnered a lot of attention in 2009 by rebranding via its “Oh Yes We Did” campaign, which was focused on redesigned products and a need for transparency and quality. While you don’t have to undergo a Domino’s-style overhaul, the goal of any rebranding endeavor is the same: update your restaurant and increase awareness of your brand to gain customers and reform your image.
This week, What’s Cooking examines some things you need to know before you embark on a rebranding campaign.
Before You Start
First, decide whether or not rebranding will be worth the cost. Are you going to change the color scheme of your promotional materials, or are you going to renovate the interior of your restaurant entirely? Check how much you can afford to change, and stick to that budget. Next, determine your target audience to figure out what angle you want to approach your campaign from. Then decide if you’ll be primarily doing the work yourself or hiring a design and marketing professional. While you don’t have to drop thousands of dollars on a rebranding campaign (you might be able to do some construction yourself, for example), investing in a good designer, even if he or she is a local operation, can pay off in a more professional look.
Redesign Your Look
Make your new aesthetic consistent across all marketing areas. From your menus to your website, every aspect of your brand should agree when it comes to visual design, target audience, wording, and overall message. This kind of consistency will lend your restaurant more credibility.
Reinvent Your Cuisine
It takes more than high-quality restaurant equipment to bring in business. Even if your menu is made up of delicious, dependable items, changing with the times and trends is an important part of keeping your restaurant relevant, drawing in new customers, and keeping regular customers interested. Whether that means updating your drinks menu or trying out the locavore concept, there are many ways to rethink your food to make it more current. Likewise, make sure your specials are season-appropriate (cold gazpacho instead of hot tomato soup in the summer, for example).
Advertise Your New Image
In order for your rebranding to take effect, you need to create a buzz around your restaurant. Equipment you already have can help with this. How? Start by taking advantage of your existing communication avenues; put the word out about your redesign on Twitter and Facebook, send out promos using your email list, and update your website during the rebranding process.
Deliver Your Promise
Follow through with your new brand image. Delivering quality food and service is just as important as creating a new look. Restaurant equipment from top manufacturers can help you achieve this. ShortOrder’s restaurant equipment is the best, ensuring that your restaurant functions optimally day and night. Dependable restaurant equipment helps you provide great food and great service every time, encouraging customers to come back.
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