The food service industry is incredibly competitive and is developing at a dynamic rate. Your success hinges on numerous factors, all of which are linked to the growth of your restaurant. Without making changes, you may experience a drop in sales, fewer customers, or simply dwindling interest. Restaurant rebranding may be one of the most effective ways to revitalize the look of your enterprise and to attract new customers.
As company rebranding requires time, money and energy, you need to be ready for such a large project. This article will tell you which steps to take to effectively rebrand your restaurant.
- What does restaurant rebranding stand for?
- How do you know when it’s time for a change in your restaurant?
- How to carry out a successful restaurant rebranding?
- Time for change
What does restaurant rebranding stand for?
Rebranding is the process of changing a company’s image. This market strategy provides an established brand with a new name, symbol or design. The idea behind rebranding is creating a new brand identity.
A rebranding project is much more than a new logo or name. When implemented successfully, rebranding can bring tremendous value. This is because these changes are an opportunity to help your venture commercially by revitalizing it, which can ultimately contribute to its success. There are two ways to rebrand a business:
Proactive rebranding, which is a planned, calculated and strategy-driven action. This solution is used when a company recognizes possibilities of developing, introducing innovations or acquiring new customers.
Reactive rebranding is a response to events that have affected your restaurant. This type of rebranding takes place when there is a change of ownership, the restaurant is struggling with a negative image, it is looking to overtake the competition or wants to create its own niche.
How do you know when it’s time for a change in your restaurant?
Rebranding will make you better prepared to face your competition. The changes you introduce will encourage potential customers to choose your premises over others. Running a modern eatery in terms of marketing activities, design, or the services on offer should keep you at the top of the best restaurants in your area. What are the signs telling you that it’s time to rebrand?
Rising costs of maintaining the premises, paying wages or purchasing products force restaurateurs to increase the prices of menu items.
Such price increases often make customers quite unhappy. Sometimes, well-established brands are associated with a pre-determined pricing structure. If this is the case, it is worthwhile to consider rebranding, as this solution might change the way your guests see your restaurant and the prices they associate with it.
- Negative image
Bad PR can raise questions about your restaurant. As a result, many customers may decide against visiting your venue, which will decrease your overall profits. If this happens, you should immediately divert attention from the incident in question and focus on improving your brand. This is of key importance to regaining the trust and loyalty of your guests.
- Lower sales
When sales are declining, things might have also become a bit stale. Try analyzing what your competition is doing better and why your customers are abandoning your restaurant. Sometimes, the best way to make progress is to modify your company’s image.
Before making any changes, it is always a good idea to answer some questions and devise a plan for building a new brand for your enterprise.
How to carry out a successful restaurant rebranding?
When looking to change your brand, you need to establish what needs to be improved. Work out the best course of action for your restaurant, update everything in a coherent manner and at the same time. There is some hard work ahead of you, but the drafting of a thorough plan will certainly help you to complete an effective rebranding process.
Here are some top rebranding tips:
Understand your restaurant
When starting out, the most crucial aspect is the current condition of your restaurant. Find out what your guests and employees like and don’t like. Ask about things like the decor, the theme of the restaurant, the food, drinks, and customer service. Remember, every piece of advice is vital.
Get to know your clients
Being aware of your restaurant’s target audience is extremely important. This doesn’t just mean showing interest in your regular customers, as your goal should be to acquire new customers while retaining your old ones. Make sure to carefully analyze your target audience. Your objective should change depending on the nature of your largest potential group. Take a close look at aspects such as age, gender and average earnings.
Know your competition
It is important to investigate how your restaurant compares to the local competition. By knowing which challenges you need to overcome to beat your competition, you will also know the changes that you need to make. This is when a SWOT analysis can come to your rescue – it will allow you to assess your restaurant’s strong and weak points, as well the potential opportunities and risks posed by competitive establishments.
Reviews are important
Online customer reviews are a very important element of your company’s image. The star rating and comments are the first things that customers check when choosing a restaurant. As shown by research, online reviews influence up to 68% of customers’ decisions. It is a good idea to accumulate as many reviews as possible before embarking on the rebranding process. Taking them into consideration can be very useful.
Involve your staff
It is important to remember about your employees when planning a restaurant rebrand. Their ideas, suggestions and concerns can make a big difference. Check they feel comfortable with the changes being made. Your employees have an entirely different perspective than you, and their advice may be exceptionally practical.
New technologies are your friends
You shouldn’t be apprehensive about implementing modern solutions to make your team’s work easier and more organized. For example, the Papu.io system will help you automatically assign orders to drivers, calculate delivery times, speed up the delivery process, and improve your restaurant’s online ratings. Find out more about our products.
Improve your menu
When you rebrand a restaurant, you also need to revise your menu so that it corresponds with the restaurant’s new identity. The biggest appeal of any restaurant is the food it serves. The meals served are much more important than the atmosphere inside the premises or the logo. While the new look may successfully attract more customers, it is the menu that will keep them coming back for more.
You can read more about making your restaurant’s menu more attractive in our article on the psychology of pricing.
Make a plan for the rebranding of your restaurant
Build a brand identity
Take time to consider visual elements that will communicate your brand. Think about the name, the logo, the colors, the look of the premises and the menu.
Remember about your website and your online presence
Your website is a vital communication tool. It’s a place where you can share the story of how your eatery came to be, provide your contact details and show off your current menu. Your website is a very popular destination for your potential guests. For this reason, it pays to add a web shop to your site.
It would be no exaggeration to say that a website and online presence are the heart of any modern restaurant. You must also not forget about social media, which will enable you to strengthen your relationship with your customers.
Time for change
Every entrepreneur dreams of seeing their business grow. Although change is an inherent part of progress, it does not always come easily. It takes time and large amounts of patience to change your brand for the better. Remember – to create the perfect rebranding plan for your restaurant, it is important to understand your customers’ needs and know where your business is headed. Keep your mind open to new ideas, and don’t be afraid of change. Good luck!