Article by Sam Barnett, BrandThinkPlus
Independent restaurants and small chains face unique challenges in today’s competitive foodservice landscape. These challenges often overlap and exacerbate one another.
Rising costs are arguably the biggest concern, as inflation affects everything from food and beverage prices to labor, rent, utilities, and packaging.
Maintaining profitability while absorbing these price increases is incredibly difficult, making it inevitable to pass some of these costs on to customers.
However, doing so without alienating your customer base presents a significant challenge.
Additionally, the industry is grappling with a labor shortage, making it difficult to find and retain staff in both front-of-house and back-of-house roles. Proper employee training is another hurdle.
Furthermore, disruptions in the supply chain and the ongoing fragility of global supply systems directly impact local restaurants. To complicate matters, increasing competition makes it even more challenging to maintain a restaurant’s viability.
So, what can be done? Building and effectively communicating your brand is crucial. With so many dining options available, it’s important to be at the forefront of customers’ minds. How can you achieve that? Build your BRAND!
Your brand is shaped by everything you do, everything you say, and everything others say about you. This collective impression creates a perception and belief of who you are. While you can control some aspects of brand building, much of it relies on the opinions and actions of others.
The most important ingredient in the brand-building recipe may seem obvious, but yes, it is YOUR restaurant. You only have one chance to make a first impression, and with new customers visiting every day, that first impression must be outstanding every day. Can you confidently answer yes to these simple questions?
- Is my restaurant always clean?
- Are the restrooms consistently clean and functional?
- Are there no wobbly tables?
- Do you keep your noise level under control?
- Do you ensure you are not too hot or cold?
- Is my food consistently great?
- Can my staff discuss anything on the menu with a smile?
If you can answer yes to all these questions, you’re on the right track! Of course, a great menu (look, feel, and content) makes a difference.
Whatever your menu might be, make it great. Ambiance is also essential. Are you looking for a family-friendly atmosphere? Is your space romantic enough for a date night? Or do you have the sophistication needed for a business dinner? How comfortable will your guests feel? Make it exceptional no matter what ambiance you want to create!
When customers leave your restaurant having a wonderful experience, they will discuss it. When customers leave your restaurant having a terrible experience, they will discuss it. This is the most crucial thing in building your brand.
In today’s digital world, the next essential step is to establish an online presence. This means building a website and being active on essential social media platforms. I understand that you might feel overwhelmed with the responsibilities of running a restaurant, and it may seem like there’s no time to dedicate to online marketing.
However, with a bit of discipline, you can make it happen. Set aside a short period each week to focus on your online presence. If it’s in your budget, consider hiring a local freelancer or agency to assist you. The return on investment will be worth it!
With the numerous tools available today, including AI and user-friendly templates, you can create an attractive website in just a few hours.
When building your site, remember that content is key. Focus on the essentials: present your menu, hours of operation, and any specials you may have.
However, the most critical aspect is the “why.” Describe the experience you offer and what makes you unique. Tell your story—what inspired you to open this restaurant? Sharing your passion will help customers connect with your brand and ultimately fall in love with it.
Having a website also allows you to implement an online ordering system. Use services like Uber Eats or DoorDash to expand your customer base and remain competitive.
It’s important to post regularly on social media. Showcase new menu items and develop a following; your followers will help promote your restaurant. Don’t forget to complete your Google Business profile.
When potential customers search for options like “What should I eat tonight?” or “I’m craving Italian food,” you want to appear at the top of their list. Additionally, make sure you’re visible on Google Maps for those searching for nearby dining options, especially guests looking for a meal near their hotel.
One important tip is to use high-quality photography for your dishes whenever you post. Make them look as delicious as they are! Another suggestion is to train your staff to ask for reviews, especially when they know a customer has had a great experience. Google, Yelp, and social media reviews are crucial for building your brand.
If you can excel in the two areas mentioned above—enhancing your restaurant and establishing a strong online presence—you are well on your way to building a great brand. However, if you have an additional budget and time, let’s explore some advertising possibilities.
First, let’s focus on your restaurant. How you present your menu and specials —whether through information boards, video screens, or table displays—can make a significant impact. There is no single approach to this; it depends on the atmosphere of your restaurant and your specific goals. The key is to deliver your content clearly and engagingly.
Now, let’s consider advertising outside of your restaurant. The easiest way to engage in advertising is through paid social media platforms. Consider pay-per-click advertising online. Both options can be economical and less time-consuming. Hiring professionals for these areas can yield even better results.
As mentioned earlier, there isn’t a one-size-fits-all approach for every restaurant. There are various advertising opportunities beyond the online realm. For example, a billboard near your location may be ideal, or you could explore advertising via radio, television, or cable. In some markets, newspapers can still be an effective way to reach customers.
In conclusion, building a strong brand for your independent restaurant or small chain is not just a luxury; it’s necessary to survive and thrive in today’s competitive foodservice landscape.
By providing an exceptional dining experience, maintaining a clean and welcoming atmosphere, and ensuring consistent food quality, you’re laying the foundation for a brand that customers can trust and love. Coupled with a strategic online presence and innovative marketing tactics, you can elevate your restaurant’s visibility and reputation.
While the challenges are real, the rewards of a well-established brand are worth the effort. Stay committed, stay consistent, and always strive to make every customer interaction memorable. With the right approach, your restaurant can stand out, attract loyal customers, and ultimately achieve long-term success.
Sam Barnett is the Founder of Brand Think Plus LLC, a consulting agency dedicated to helping clients with brand development and everyday marketing challenges. With over 40 years of experience in marketing and brand building across the foodservice industry and other sectors, Sam brings a wealth of knowledge to his clients.
Before founding Brand Think Plus LLC, Sam co-founded Creative Energy in 1992, serving as Vice President and Marketing Strategist until 2008.
From 2008 to 2024, he established Barnett and Associates, specifically working for Creative Energy. During this time, Sam managed accounts for major clients such as The Coca-Cola Company, Johnsonville Sausages, Hoshizaki, Olé Mexican Foods, Flat Technologies, Winston Industries, and many other companies in the foodservice sector.
Brand Think Plus LLC was formed to assist businesses, both large and small, in discovering the right strategies for building strong brands. So, if you’re interested in talking about branding or Brunello, feel free to reach out to Sam; he would be happy to chat with you. Visit BrandThinkPlus • sam@brandthinkplus.com
