R E S TA U R A N T B R A N D I N G
Are You Thinking About Franchising?
(or just need to compete with those who are)

14 St...
R E S TA U R A N T B R A N D I N G
Are you thinking about Franchising your restaurant or just trying to compete
with those...
W H AT I S A B R A N D ?
Your BRAND
is What Your
CUSTOMERS
Say It Is...
NOT What You
Say It Is!

MARKETING
Business Cards
...
1

YOUR CONCEPT

What Are You
Known For?
Who Are Your
Ideal Guests?
How Do You
WOW Them?

In the past most companies would...
2

BRAND PERSONALITY
DEFINING YOUR
BRAND PERSONALITY

Who Are You?
How Do People
Describe Your
Company?

Step 1
Building y...
3

BRAND POSITIONING

What Makes
You SPECIAL
& UNIQUE?

DO WHAT YOU DO BEST AND
LET EVERYONE KNOW ABOUT IT!
You need to ha...
4

TA R G E T A U D I E N C E

% Male/Female
Age
Married/Single
Kids
Income
Lifestyle
Education
Lunch/Dinner

What do your...
5

LOGO

IMAGE IS
EVERYTHING...
WHAT DOES
YOUR LOGO &
BRANDING SAY
ABOUT YOU?

TM

Inspiring People to Love Your Brand
6

BRA ND E VA L U AT I O N
INSPIRO BRAND TOUCHPOINT EVALUATION

How Does Your
Current Concepts
BRANDING &
ENVIRONMENT
Mat...
7

TRADEMARK

Before Franchising
Make sure to
Trademark your
NAME and LOGO

PROTECT YOURSELF...
You don’t want to be on th...
8

WEBSITE & URL

Make sure your
Website it updated
to be used on
ALL PLATFORMS

ARE YOU STAYING RELEVENT?
Many people fin...
9

MARKETING

Pick The Marketing
Methods that Work
BEST for You

DON’T TRY TO DO EVERYTHING
Try a few and track your resul...
10

B R A N D S TA N D A R D S
CREATE A STYLE GUIDE WITH USAGE AND GRAPHIC ELEMENTS FOR BETTER
CONSISTENCY OF YOUR BRAND.
...
11

M AT E R I A L S S TA N D A R D S
INTERIOR MATERIALS

Materials
Style Guide

• Floor Plan
• Elevation

STAINED CONCRET...
12

B R A N D PA C K A G E

Now you can
Store your
Brand Collateral
and Easily Access
it When you find
that Perfect
Next Lo...
13

O P E R AT I O N M A N U A L S

Operations
& Training
• Food Prep

We do not personally do these except offer the bran...
14

YOUR TEAM

Key Players

WHO WILL HELP TAKE YOU TO THE NEXT LEVEL?
Your Company - Having a defined team is key. Your in...
RESTAURANT CHECKLIST
Concept - Do You Need Improvement on Food, Space, Operations, Etc?
Brand Personality - What do you st...
R E S TA U R A N T B R A N D I N G
Inspiro’s President/Founder, Gina Mims, has developed the brand identity for over 100 d...
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14 Steps to Branding a Restaurant Franchise

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Published on

Are you thinking about Franchising your Restaurant or just trying to compete with those who are? It is important to Polish & Perfect Your Entire Concept including Branding, Operations, Space & Team. And more importantly have a Plan to Manage these items for the future.

We work with Start Ups as well as Restaurants wanting to Franchise or Expand. In both situations these recommendations can help serve as a checklist to make sure you are looking at the big picture on a regular basis.

Your business should always be an ongoing process of growth and improvement. Do you have all of the proper pieces in place to take it to the next level?

Restaurant Checklist explores...
1. Concept - Do You Need Improvement on Food, Space, Operations, Etc?

2. Brand Personality - What do you stand for? What do people say about you?

3. Brand Positioning - How are you Unique from your Competition?

4. Brand Collateral Evaluation - Does Your Brand & Graphics Package Need Updating?

5. Target Audience Defined - Who will you serve, what do they need?

6. Logo - Updated to where you want it?

7 Trademark - Have you Trademarked your Name and Logo?

8. URL & Website - Have you purchased all similar urls and updated your website?

9. Marketing Plan - Have you created a marketing plan w/ branded social media accounts? Do have someone in place to manage your marketing efforts?

10. Brand Standards Manuals - Create a Usage Guides for others to Follow.

11. Materials Standards - Materials documented and ready for future locations.

12. Brand Package - All items packaged and available and ready to go the second you find a new location.

13. Operations & Training Manuals - Document all Recipes, Processes & Procedures.

14. Team in Place - Who will help take you to the Next Level?

Published in: Design, Business

14 Steps to Branding a Restaurant Franchise

  1. 1. R E S TA U R A N T B R A N D I N G Are You Thinking About Franchising? (or just need to compete with those who are) 14 Steps to Polish and Perfect Your Brand and Business TM Specializing in Brand Strategy & Development for the RESTAURANT, EVENT & LIFESTYLE INDUSTRIES ph: 949.433.0728 InspiroBrands.com
  2. 2. R E S TA U R A N T B R A N D I N G Are you thinking about Franchising your restaurant or just trying to compete with those who are? It is important to Polish & Perfect Your Entire Concept including Branding, Operations, Space & Team. And more importantly have a Plan to Manage these items for the future. We work with Start Ups as well as Restaurants wanting to Franchise or Expand. In both situations these recommendations can help serve as a Is it Time to FRANCHISE or Just Take Your Concept to the NEXT LEVEL? checklist to make sure you are looking at the big picture on a regular basis. Your business should always be an ongoing process of growth and improvement. Do you have all of the proper pieces in place to take it to the next level?
  3. 3. W H AT I S A B R A N D ? Your BRAND is What Your CUSTOMERS Say It Is... NOT What You Say It Is! MARKETING Business Cards Menus/Take Out In-house Collateral Email Newsletters Website/Mobile Brochures Advertising LOGO Quality & Relevance Tagline/Modifier EXTERIOR Drive by Impression Signage Entry Way YOUR BRAND NETWORKING Online/Social Presence Community Involvement PRODUCT Quality of Offering Visual Presentation INTERIOR Decor/Cleanliness Receptionist/Hostess Staff Presence Voice Mail/Hold Music Interior Music Restrooms TM Inspiring People to Love Your Brand
  4. 4. 1 YOUR CONCEPT What Are You Known For? Who Are Your Ideal Guests? How Do You WOW Them? In the past most companies wouldn’t even consider a franchise model until they had a few restaurants. Today if even one location is doing well, Franchise companies are quick to expand before their competition does. It is important to treat your restaurant as if it were a larger entity whether it is or not. You must manage all aspects such as food, staff, service, decor and marketing as a part of your overall brand. There are 3 main reasons to treat your restaurant as a franchise model. 1. PROFESSIONALISM - Allows you to WOW your guests as well as compete against other larger players. 2. CONSISTENCY - Helps set up systems and standards to create a great customer experience every time. 3. GROWTH - Provides an expansion plan for the future. It is always easier to update on an ongoing basis than to fix things later. TM Inspiring People to Love Your Brand
  5. 5. 2 BRAND PERSONALITY DEFINING YOUR BRAND PERSONALITY Who Are You? How Do People Describe Your Company? Step 1 Building your brand words Select your 3 brand words that describe how you would like to be perceived: –––––––––––––––––––––––––––––––––––––– Your Power Brand Word –––––––––––––––––––––––––––––––––––––– Support Brand Word –––––––––––––––––––––––––––––––––––––– Support Brand Word Download Your Brand Personality Starter Kit Step 2 Managing your brand words Step 3 Create & manage your brand touchpoints BRAND WORD STARTER KIT Scan quickly without thinking too much and circle any and all words that may apply: Accessible Accommodating Accomplished Active Adaptable Admirable Adorable Affectionate Agreeable Alive Alluring Ambitious Amorous Appreciative Approachable Appropriate Artistic Assured Astute Athletic Attentive Attractive Authentic Authoritative Balanced Beautiful Believable Big-hearted Blessed Blissful Bold Brainy Brave Bright Brilliant Calm Captivating Caring Casual Cerebral Charming Cheerful Chic Clearheaded Colorful Comedic Comfortable Compassionate Compatible Competent Complex Concise Confident Considerate Consistent Constant Content Convincing Cordial Courageous Courteous Creative Credible Cute Daring Decent Decisive Dedicated Deep Defined Delectable Deliberate Delightful Democratic Dependable Desirable Determined Devoted Dignified Diligent Diplomatic Direct Discerning Discrete Distinctive Dramatic Easy-going Economical Ecstatic Efficient Elated Elegant Eloquent Enchanted Encouraging Energetic Engaging Enlightened Enterprising Entertaining Enthusiastic Established Ethical Exact Excellent Extraordinary Fabulous Faithful Fantastic Fascinating Fashionable Flexible Focused Forgiving Fresh Free Fun Funny Generous Gentle Genuine Good Good looking Good-hearted Good-natured Gorgeous Gracious Grateful Great Gregarious Grounded Handy Happy Harmonious Healthy Helpful Hilarious Hopeful Hospitable Humorous Imaginative Immaculate Impartial Important Impressive Independent Influential Ingenious Innovative Inspired Intelligent Intuitive Inventive Jolly Joyful Jubilant Knowledgeable Liberal Light Likable Lively Logical Lovely Loyal Lucid Lucky Luminous Magnetic Mature Mild Miraculous Moderate Modest Moral Natural Nice Noble Nourishing Open-minded Original Passionate Peaceful Personable Persuasive Philosophical Playful Pleasant Poetic Polished Positive Powerful Practical Precious Proactive Productive Professional Profound Progressive Prolific Prompt Proper Prudent Purposeful Radiant Real Reasonable Refined Reflective Relaxed Reliable Remarkable Respectful Responsive Reverent Rich Righteous Robust Romantic Satisfied Scholarly Sensible Sensual Sentimental Serene Sexy Sharp Sincere Simple Sociable Solid Sophisticated Soulful Sparkling Spirited Spiritual Splendid Spontaneous Stable Steady Strong Studious Stylish Suave Subtle Successful Sunny Superb Sweet Sympathetic Systematic Tender Terrific Thankful Thorough Thoughtful Tolerant Tough Tranquil Truthful Understanding Unique Upright Valiant Versatile Vigorous Virtuous Visionary Vivacious Warm Well-rounded Whimsical Wise Witty Wonderful Worldly Zealous List any others that come to mind: _________________________________________________________________________ TM Inspiring People to Love Your Brand
  6. 6. 3 BRAND POSITIONING What Makes You SPECIAL & UNIQUE? DO WHAT YOU DO BEST AND LET EVERYONE KNOW ABOUT IT! You need to have great food, great service and a good atmosphere but that is a given in todays market. How Can You COMPETE Against Your COMPETITION? What you really need to do is have something that makes you UNIQUE and a perfect fit for YOUR GUESTS. If they love you - they will help spread the word. TM Inspiring People to Love Your Brand
  7. 7. 4 TA R G E T A U D I E N C E % Male/Female Age Married/Single Kids Income Lifestyle Education Lunch/Dinner What do your guests want most from you? Once you think about expanding, it is important to know that what works one place may not work for all. It is mandatory that you understand your target market and find that audience. Or perhaps you may need to adjust for those who are in the new location you select. Anyone up for a Chicken Akatougarashi from McDonald’s in Japan? Our Concept Requires This Target Audience: ______________________________________________ ______________________________________________ ______________________________________________ The New Location we are Considering has: ______________________________________________ ______________________________________________ ______________________________________________ TM Inspiring People to Love Your Brand
  8. 8. 5 LOGO IMAGE IS EVERYTHING... WHAT DOES YOUR LOGO & BRANDING SAY ABOUT YOU? TM Inspiring People to Love Your Brand
  9. 9. 6 BRA ND E VA L U AT I O N INSPIRO BRAND TOUCHPOINT EVALUATION How Does Your Current Concepts BRANDING & ENVIRONMENT Match Your VISION for the FUTURE? Now that you have RESTAURANT EDITION Ratings: 5=highest 1=lowest; 5 excellent • 4 good • 3 just okay • 2 needs improvement • 1 probably hurting business * These are the most important so if time is limited - do a mini evaluation using these. _____________________________________________________________________________________________________ TARGET AUDIENCE, it is time to take a indepth look at the your COMPLETE BRAND as it currently stands by doing a BRAND TOUCHPOINT Download Our Brand Touchpoint Evaluation EVALUATION Last Updated Action Needed _______ _______ _______ _______ _______ _______ ___________________________ ________ ___________________________ ________ Menus * (main/kids/takeout etc...) Internal Marketing Items Gift Cards/Holders To-Go Packaging Staff Uniforms Wall Art/Story Graphics _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ INTERNAL IMPRESSIONS Overall Interior Space * Tabletops/Seating Hostess Stand - First Impression Restrooms * Lighting/Sound _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ Signage * Exterior Look * Overall Drive By Appearance * Vehicles/Catering Phone Message * Website * Social Media - Facebook/Twitter * Mobile Email Newsletters Advertising * - mailers/promos/ads Business Cards * _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ ___________________________ ________ _______ _______ _______ _______ _______ _______ _______ _______ _______ ___________________________ ________ ___________________________ ________ ___________________________ ________ _______ _______ _______ _______ _______ _______ _______ _______ _______ ___________________________ ________ ___________________________ ________ ___________________________ ________ OVERALL SCORE POSITIONING and Consistency Other________________________ Other________________________ Other________________________ BRAND PERSONALITY, Quality FOOD & SERVICE Food Quality * Food Appearance * Service * Operational Organization established your _______ _______ _______ ___________________________ ________ BRAND IDENTITY Logo * Tagline * BRANDED MATERIALS EXTERNAL IMPRESSIONS _____________________________________________________________________________________________________ ©Inspiro Brands 2014 - Reproduction permitted for individual personal use only. www.InspiroBrands.com • 949.433.0728 • Gina@InspiroBrands.com TM Inspiring People to Love Your Brand
  10. 10. 7 TRADEMARK Before Franchising Make sure to Trademark your NAME and LOGO PROTECT YOURSELF... You don’t want to be on the road to expansion with everything in motion and realize that you are not able to grow into other territories. Or even worse have someone stop you from using your name. As a start go to uspto.gov and do a preliminary trademark search. You may also file there but we recommend getting an attorney. TM Inspiring People to Love Your Brand
  11. 11. 8 WEBSITE & URL Make sure your Website it updated to be used on ALL PLATFORMS ARE YOU STAYING RELEVENT? Many people find restaurants via web and mobile devices. To compete you must make sure you website works on all platforms and people can find you EVERYWHERE • Home - About You • Location w/ map Also Purchase ALL Appropriate Web Addresses • Menus • Social Media Links • Events • Newletter Sign Up • Franchise Information Create links for submission or downloadable pdf TM Inspiring People to Love Your Brand
  12. 12. 9 MARKETING Pick The Marketing Methods that Work BEST for You DON’T TRY TO DO EVERYTHING Try a few and track your results. Then Choose your Favorites that work for you and CREATE A PLAN and IMPLEMENT ON A REGULAR BASIS. Like it or not, you MUST have a Social Media • Social Media presence as part of your Marketing Plan. • Email Blasts • Print Advertising • In Store Promotions • Direct Mail To compete with other companies we suggest that you hire someone to be your Marketing/Social media person to handle these tasks for you • Radio/TV if you do not have the time or • Local & Charity Events enjoy them. TM Inspiring People to Love Your Brand
  13. 13. 10 B R A N D S TA N D A R D S CREATE A STYLE GUIDE WITH USAGE AND GRAPHIC ELEMENTS FOR BETTER CONSISTENCY OF YOUR BRAND. Brand Style Guides FONT USAGE SIGNAGE HEADERS • Logos ALL NATU RAL NEUTRA TEXT BOLD HEADERS Subheads Subheads SUBHEADS SUBHEADS • Fonts • Colors NEUTRA TEXT DEMI BOLD Neutra Text Bold Accent Font Accent Font • Textures AM ERICAN K OBE BEEF Bold or Demi in Green or Black to be used for headers only. Used in All Caps. Can be green, black or reversed in white on black. Primary Sans-Serif typeface used for emphesis bodies of copy. Can be set-in Bold and/or Caps. Can be green, black or reversed in white on black. Joe Hand 2 To be used to highlight. To be used as Header 4 words or less. Can be used in orange or green Neutra Text Body Copy To be used Upper/Lower case for all sentances and body copy. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$&*() • Graphic Elements • Marketing Templates WALL ART WEARABLES • Signage THE • Wall Graphics • Web Elements K R AV E KOBE BURGER GRILL An Average Style Guide will contain 10-20 pages • Etc... TM Inspiring People to Love Your Brand
  14. 14. 11 M AT E R I A L S S TA N D A R D S INTERIOR MATERIALS Materials Style Guide • Floor Plan • Elevation STAINED CONCRETE FLOORING B&W MATERIAL BOOTH BIRCH WOODS TABLE TOP BRUSHED ALUMINUM COUNTER FRONT • Seating flow • Paint Colors • Flooring • Counters • Booth Material SAMPLE FLOOR PLAN PAINT • Tables/Chairs • Lighting BLACK FORMICA COUNTER SUBWAY TILE IN BATHROOM CHARCOAL CEILING LIME RICKY SOFIT PEACE YELLOW WALLS TM Inspiring People to Love Your Brand
  15. 15. 12 B R A N D PA C K A G E Now you can Store your Brand Collateral and Easily Access it When you find that Perfect Next Location KEEP YOUR FILES ON THE CLOUD Once Your Brand Package is Complete, MAKE SURE YOU OWN IT and Keep it where you can easily get to it. LOGOS FONTS/COLORS SIGNAGE PACKAGING MENUS TM Inspiring People to Love Your Brand
  16. 16. 13 O P E R AT I O N M A N U A L S Operations & Training • Food Prep We do not personally do these except offer the branding for those who do. But... Before you register your franchise you will need to have these. Even if you never go to a franchise model • Service you should have clear • Purchasing PRACTICES AND • Receiving PROCEEDURES • Storage in place. • Preparation • Cleaning • Shift Change • Opening/Closing TM Inspiring People to Love Your Brand
  17. 17. 14 YOUR TEAM Key Players WHO WILL HELP TAKE YOU TO THE NEXT LEVEL? Your Company - Having a defined team is key. Your internal team should • Financial/CFO all know their roles and reponsibilities without any grey areas. • Operations • Training Contractors - If you are thinking of expanding it is crutial to have all of your • Real Estate vendors in place and ready to jump into action once you find a new location. • Branding/Design • Production Vendors • Marketing Franchise Company - There are many franchise companies out there ready to promise to take you to the next level. • Equipment Sometimes these can be quite costly so make sure you do your homework • Construction • Franchise Company and choose an expansion plan that WORKS BEST FOR YOU! TM Inspiring People to Love Your Brand
  18. 18. RESTAURANT CHECKLIST Concept - Do You Need Improvement on Food, Space, Operations, Etc? Brand Personality - What do you stand for? What do people say about you? Brand Positioning - How are you Unique from your Competition? Brand Collateral Evaluation - Does Your Brand & Graphics Package Need Updating? Target Audience Defined - Who will you serve, what do they need? Logo - Is it updated to where you want it? Trademark - Have you Trademarked your Name and Logo? URL & Website - Have you purchased all similar urls and updated your website? Marketing Plan - Have you created a marketing plan w/ branded social media accounts? Do have someone in place to manage your marketing efforts? Brand Standards Manuals - Create a Usage Guides for others to Follow. What are the NEXT STEPS for the FUTURE? Materials Standards - Materials documented and ready for future locations. Brand Package - All items packaged and available and ready to go the second you find a new location. Operations & Training Manuals - Document all Recipes, Processes & Procedures. Team in Place - Who will help take you to the Next Level? TM Inspiring People to Love Your Brand
  19. 19. R E S TA U R A N T B R A N D I N G Inspiro’s President/Founder, Gina Mims, has developed the brand identity for over 100 dining destinations. She is the V.P. of Branding/Marketing and Co-Creator of the OC Restaurant Association where she leads the design of all marketing materials for countywide “foodie” events, including Orange County Restaurant Week and The Golden Foodie Awards. Gina has Taught Graphic Design at Chapman University. She has been the Communications Chair for both Les Dames d’Escoffier LA/OC and Share Our Strength’s - Taste of the Nation, Laguna Beach. Owner Strategy + Design She speaks publicly about “Branding The Guest Experience” and how to “Define then Design” to restaurant, marketing and design groups focusing on those who want to create a ‘WOW’ for their customers. TM Specializing in Brand Strategy & Development for the RESTAURANT, EVENT & LIFESTYLE INDUSTRIES ph: 949.433.0728 InspiroBrands.com
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