The Restaurant & Bar Tech Live logo

9 & 10 NOV 2021

ExCeL LONDON

Retaining and Growing Restaurant Loyalty

Is now the time to think about your brand? There is the very real threat of many businesses in the restaurant sector not making it through the current crisis. However, for those that can wait it out, it looks very likely that what we open will be a different working environment. There will be many adjustments to make with physical spacing, hygiene and so on.

So how will this affect your ‘brand’? To understand this one first, we need to understand exactly what a ‘brand’ is. In recent times ‘brand’ has become confused with identity or indeed ‘corporate identity’ - the actual look and feel of the business.

However, Brand = Reputation.

A business becomes a brand over time by ideally being synonymous with everything a customer looks for:

  • Quality
  • Reliability
  • Value
  • Service

And therefore in this context, if a business’ branding is good, customer loyalty will follow.

KFC (or Kentucky Fried Chicken) is known globally for its fried chicken. Whether one visits a KFC in the UK or the far east, we know (and expect) what we’ll receive. To quote one of the most famous slogans of the 20th century, it’s ‘Finger Lickin’ Good’ - we trust it to be so and therein lies the brand and customer loyalty.

With restaurants closed and/or adapting to takeaways, prepared freezer meals, supplier boxes, assembly kits and at the same time thinking/worrying about the future, could and should this be the time to think about ‘brand’?

The answer is YES, if the following are to be considered:

  • Is my product resonating with a nervy public?
  • If I continue with takeaways after we open, will that affect my ‘brand’? Does the logo, the graphic design, the website the.. everything, reflect the new additional offering(s) - the product?
  • Or is there perhaps a disconnect from the customer’s point of view with what the intention is and what’s being delivered?

With these questions in mind, it might be that refinements are needed to the restaurant touchpoints to bring it back on track. It might be adjustments to the corporate identity or the interiors. It might be the tone of language used in social media. Or it might be that a ‘finger lickin’ good’ messaging moment is needed to kick-start the next chapter.

Graphic Kitchen has the tools and experience to navigate these questions and prepare you for what will continue to be a difficult and competitive market.

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