Opening a restaurant is the most creative experience you can undertake . It demands you think about all that a customer will experience through their senses – what they see, touch, hear, smell and of course taste. It’s a huge undertaking, but like all big projects it should be thought of as a jigsaw puzzle and be broken down into manageable pieces, sections and tasks. For most people starting the process of opening a restaurant, they have been dreaming about this moment for years and the idea has evolved into a serious business proposition. Here I breakdown the various different restaurant branding elements, which will hopefully put more meat on the bones of your restaurant business plan.
Personality / Attributes
We always run through different personality traits with clients in our restaurant branding workshops. In our experience grading various different brand attributes on a scale of 1 to 10 is an important part of the process as is comparing these to your competitors. Here are a few examples of brand personality traits and attributes:
Value for money
Provenance of suppliers / ingredients
Classic / timeless
Look and Feel
Pinterest is a fantastic tool for anyone in the process of opening a restaurant – it definitely makes our job easier and that of the restaurant designer when a client has created Pinterest boards on all elements, including example menu designs, colour schemes, lighting, seating, bar, signage etc. So getting Pinning and think about how those different elements reflect and reinforce the brand associations / attributes as well as carving out a distinctive niche in a competitive market.