5 Steps That Will Help You Build a Restaurant Brand That Resonates With Franchisees
Say your restaurant is gaining good profits recently, it’s probably time for you to expand your business. The next step for you to take would be to open up franchising opportunities for your brand. But wait, how do you even build a brand that people would want to start a franchise with at all? Don’t worry, I’ve got your back with some restaurant branding tips.
Here are some steps you should take to build a restaurant brand that can attract franchisees.
How To Build a Restaurant Brand
Step 1: Your Mission Statement
Now before you could even start building your restaurant branding, you need to have an identity. Every memorable restaurant has its own backstory; something people can remember. When I mention KFC, for example, you immediately remember the picture of Colonel Sanders, or the 13 secret spices that they use on their chicken.
You’ll need to build your brand around a story, a mission, or certain values. Before you start building your brand, ask yourself the following questions regarding your restaurant:
- Who or what are you?
- What do you do?
- Why do you do it?
- What are your goals?
- How are you planning to accomplish these goals?
Answering these questions could lead to creating the foundations for your brand. It’ll show your customers, as well as your potential franchisees, what sets you apart from the competition; your unique selling point, as it were. Franchisees are also more likely to make a franchise deal with you if they can associate with your brand on a personal level with beliefs they can relate to.
Step 2: Position Yourself
Once you’re worked on your overall identity, you can now start considering your position in the market. In order to have a successful food franchising, you’ll need to have a place in the market, where people will actually have the need or desire for your product. You’ll also need to set yourself apart from the other brands in the area that settle in the same position as your own brand.
With fast food joints, for example, their primary selling point appeals to people’s need to have a quick meal. They can set themselves apart by focusing on different types of products, like prioritizing hamburgers, fried chicken or sandwiches. Some brands can also set themselves apart based on their price points, the types of promotion they do or their location. That’s why you can see many different kinds of brands occupying the same place in the market without conflict.
Step 3: Your Brand’s Personality
Next on the list is your brand’s personality or voice. This is generally how your brand communicates with your target audience. Your brand’s personality should resonate easily with your target audience. Is the majority of your customers children? Then you can build a personality that can appeal to them.
Communicating through this personality is pretty straight forward as well. You can build a persona on social media and do a bit of role-playing and communicate through that voice. You can even work on a mascot as well.
With restaurants, building your brand can also go as far as the restaurant menu itself. You can incorporate your brand’s personality into the names of your dishes, the menu descriptions or even crack a couple of jokes if you’re planning on going that route. Having a memorable personality is a good way to attract franchisees.
Step 4: Your Brand’s Looks
Another aspect of your food franchising brand is the look. A brand’s look should be both aesthetically pleasing and visually striking enough that people will remember it easily. How your brand looks can be the deciding factor whether or not it’ll catch a franchisee’s eyes, and eventually their interest. When developing your brand’s look, it’s a good idea to hire a professional graphics designer. It’s a bit extra to pay for, but it’ll definitely be worth it.
Step 5: Consistency
One of the biggest factors where certain franchising goes bad is consistency. Customers wouldn’t want to go to one store, eat a dish, go to another store to order the same dish and realize that the two are not at all the same. Being consistent with your brand, whether it’s the personality or the looks, strengthens and emphasizes your branding with both your franchisees and your customers.
Because it’s hard to determine when and where your customers will first come into contact with your brand, it’s important that you give them an invariable experience through your franchisees. Start by working on a “brand book” that can help your franchisees stay on brand. This book should contain the rules that determine your overall style and should be followed down the letter. This could be anywhere from how any dish is cooked, where the ingredients should be taken from and even how the logos and overall look are treated.
Once you’ve built up the brand, why not give your restaurant menu a digital makeover to match your brand’s look? Check out Piatto.io and you can do just that.