Article by Jeremy Staub, Creative Director at Box 8
Behind every great restaurant (and every great brand) there is always a clear “why”. The brilliant Simon Sinek said it best: start with why.
Before my team begins diving into visual research, colors, typography, or illustration, we start there.
“Why are you doing this? Why pizza (insert any cuisine or concept here)? Why this location? Why now? Why you?”
Having worked with over 200 hospitality brands during my 15+ years in business, I’ve witnessed many succeed, grow, and build incredible brand loyalty.
Unfortunately, I’ve seen just as many falter. Nine times out of ten, it was because they had no true focus – no commitment to or understanding of their why. Some got a good deal on a space; others wanted to jump on the latest trend (we saw plenty of Sprinkles knockoffs for a few years).
Even those who started with a solid why sometimes lost their way, feeling pressure to add trendy items like smoothies or sushi that didn’t make sense for their concept.
What does this all have to do with branding and identity? EVERYTHING.
When you have a clear-cut why that you can communicate to your design team, you give them the foundation to build your strategy, visual identity, and personality. This allows them to deliver a complete visual identity that tells your story to your audience authentically.
It enables us as creatives to develop a full brand that goes far beyond your “logo” and paints a complete picture of who you are, what your customer can expect, and WHY they should choose you not just once but time and time again.
Consider these success stories:
- In-N-Out Burger: The West Coast fast food joint with a crazy cult following that aims to deliver simple, high-quality burgers and prioritizes customer satisfaction.
- Shake Shack: The one-time pet project of famed restaurateur Danny Meyer that turned into a billion-dollar brand puts an emphasis on premium ingredients and sustainable practices.
- Mecha Noodle Bar: The fast-growing ramen shop that has expanded from Connecticut to Denver, Washington DC, Boston, Columbus, and soon Philadelphia is built on using ramen as a vehicle to help the less fortunate. By donating 50 cents from every bowl of ramen purchased, Mecha has given back more than one million dollars to charities and causes important to their team.
- Sweetgreen: A quick service salad concept created by three college students who wanted to make eating healthy accessible and honest.
- Noma: The recently closed former #1 restaurant in the world spent more than two decades pioneering culinary techniques and hyper-local sourcing.
Each of these examples has a strong brand identity distinctively built around their “why”, which is clearly communicated to customers through their menu, marketing, and overall experience.
They prioritize transparency in their sourcing practices, which builds trust with customers who align with their values. Like Mecha, many of these brands actively engage in social and environmental initiatives, further reinforcing their “why”.
This level of clarity builds brand awareness, which leads to brand loyalty, which leads to true fans who end up doing your marketing for you. They tell their friends, they post on social media, they sing your praises to anyone who will listen. True fans start with a clear why.
But here’s what many restaurateurs miss: your “why” isn’t just a mission statement that hangs on your wall – it’s the compass that should guide every decision you make.
It’s the filter through which you evaluate new opportunities, menu changes, and even potential locations. When faced with choices, asking “Does this align with our why?” can prevent the kind of mission drift that has sunk countless promising concepts.
Consider how your “why” influences:
- Staff training: your team needs to understand and believe in your mission to effectively communicate it to guests;
- Menu development: every dish should reflect your core purpose and values;
- Design decisions: from your interior space to your website, every visual element should reinforce your why;
- Marketing strategy: your messaging should consistently reflect your fundamental purpose.
The most successful restaurants don’t just serve food – they serve their purpose. Whether it’s elevating fast food, making healthy eating accessible, or using cuisine as a vehicle for social change, their why becomes their north star.
In today’s crowded hospitality market where diners have endless choices, a clear and authentic why isn’t just a nice-to-have – it’s essential for survival and success.
Remember: your “why” is what transforms customers into advocates and your restaurant from just another option into a beloved institution. It’s what makes people drive across town, wait in line, and tell their friends they absolutely must try your place.
In the end, a strong why doesn’t just build a brand – it builds a community.
For hospitality brands searching to discover their voice, shape their identity, and leave a lasting impression, learn more about Box 8 at Box 8’s website.
