grow your restaurant brand or concept (part one)
DESCRIPTION
Part one of a four part series on things to think about in growing a restaurant brand or concept, presented from the perspective of an architectural firm with experience in brand imaging, site selection, and restaurant prototype design & development.TRANSCRIPT
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Saturday, August 2nd11:45 am—12:30 pm
·Basics of what makes a successful restaurant brand/concept
·Analyzing Regional Markets and Growth Patterns
·How design reinforces the brand & improves customer experience
·Creating restaurant prototype standards and protecting scalability
NEW ORLEANS MORIAL CONVENTION CENTER
Date: Saturday, August 2, 2014
Time: 11:45 am —12:30 pm
Presented By:Brent Bueche, PresidentScot Byrd, Vice President
www.bbiusa.com
BBI Architects Spaces that workT
FEATURED SPEAKER PRESENTATION:
“So…, You Want to Grow Your Brand/Concept, ….then you need to know this!!!”
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BUILDING A RESTAURANTBRAND/CONCEPT
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Top Ten Most Valuable Brands
*source: Millward Brown BrandZ survey 2014
PerceptionIS
Reality
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Value of a Brand – The “iTime Watch”
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Slogans
• “Just Do It!”• “The World on Time”• “The Happiest Place on Earth”• “Finger Licking Good!”• “Melts in Your Mouth, Not in Your Hands”• “You’re in Good Hands….”• “King of Beers”
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Consideration Set
The first possibilities that come to mind when you think of who to buy from.
Cola Automobile HotelCoca-Cola Chevrolet MariottPepsi Toyota HyattDr. Pepper Ford Holiday
Inn
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One Chance for a First Impression
“Jimmy John's plans fourth B.R. location in Lee Drive retail center”
Published Jan 14, 2014Baton Rouge Business Report
“Dair-O’s seeks permitting approval for new location on Lewisville-Clemmons Road “
Published Jan 14, 2014Winston-Salem Journal
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What is a Brand?It’s not just what YOU want it to be!Xerox, Google, Coke, Post-It,Kleenex, Band-AidFedEx, Tar-ge’t
Taco Bell – licking the shells!
A brand is what customers think and feel about your business. The value of a brand is how many of those thoughts support your business model. – BBI Architects
Experiences, expectations, emotions, friends, cache, signs, building shape, slogans, etc
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Components of the Brand
You have to carefully think about all of these. They have to work well together. You have to plan how to implement these elements and monitor success.
•Logo•Slogan•Colors•Jingle•Culture•The Real Estate
•Taste•Emotions•Signs•Shapes•Clothing•Packaging
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Building a Restaurant Brand
• Who Are We? – Who do we say we are? – Who do our customers say we are?
• “Mike’s Brewpub is a casual, friendly neighborhood restaurant serving lunch, dinner and an ever-changing selection of craft beers—including its own brews--to discerning beer lovers.”
• “Mundo is an eclectic eatery spotlighting small plates of cuisines from around Latin America. We serve fun, exotic food in an upbeat, energetic atmosphere that caters to foodies.”
• “Al Italia is a romantic, upscale Italian restaurant that caters to special occasions and celebrations. We serve classic Northern Italian dishes in a traditional setting.”
- Rieva Lesonsky, CEO GrowBiz Media
THE IDENTITY STATEMENT
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Building a Restaurant Brand
Who do our customers say we are?Comment cardsManager interviews (customers & staff)Secret shoppersFocus groupsSurveysCustomer relationship management softwareSocial mediaGoogle alertsMeasure what sells
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Building a Restaurant Brand
How do we tell our story?– Advertising, signs in our store, promotions, events
(charitable, in-store, outside store), strategic partnerships, social media, produce media content, professional organizations
• Great Food• Great Concept• Great LocationIngredients for a
Successful Restaurant
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Building a Restaurant Brand
A Great ConceptVisually showingwhat we have been talking about!“The main thing, is to keep themain thing, the main thing.”- Stephen Covey“Most restaurants fail because the owner or founder did not have a clear vision for the restaurant.” – John Walker, author of The Restaurant, from
Concept to Operation (6th edition).
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Truett’s Grill
Griffin, Georgia
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Truett’s Grill
Griffin, Georgia
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Truett’s Grill
Griffin, Georgia
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Truett’s Grill
Griffin, Georgia
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Building a Restaurant Brand
Summary of Key Points• The Concept
Unique Selling Proposition• Take the time to carefully consider all the
factors impacting your brand/concept• Stay with the Vision, Stay on Course!
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