BRAND WOW takes a fresh look at improving your brand experience

1. Your audience is watching you.
What are they saying? Where else are they
looking? How do they emotionaly respond
to the the unique experience that is you?
Brand Wow is our powerful, proprietary, discovery system (with resulting report) that will recommend
tune up strategies or, in some cases, complete rebuilds of your existing brand, in order to:
1. Wow guests with a “complete experience” that creates the desired emotional response
to your brand.
2. Encourage guests to come back, time after time, by creating “brand loyalty”.
3. Make talking to others, about your brand, a natural response with your customers.
4. Create complete continuity between all brand elements, from logo to menu to interior
design, so it all sings in unison.
5. Make you “famous” with signature dishes that can’t be found anywhere else.
6. Use your menu as a vehicle to earn trust and encourage “exploration”.
7. Share your love of food, through advertising, engagements, and media relations.
8. Enable you to deliver on a clearly stated “brand promise” each and every visit.
9. Grow your business in a planned/controlled way for long-term growth and success.
RAND!
And more: This is not a complete list. There is more to be discovered.
B
Start the conversation :
Tom Kelley - Principal - Concept Branding Group
WOW
Phone : 619.841.1008
email : tomkelley@conceptbrandinggroup.com
website : conceptbrandinggroup.com

2. BRAND WOW - EXPERTISE AND PASSION GUARANTEED!
Concept Branding Group has over 140 collective years experience building brands and sharpening
operations for restaurant and hospitality operators. We have over 70 years of direct, on the floor experience.
With time-tested operational strategies, our restaurant consultants are able to deliver operational advice
to management seeking to improve the overall hospitality experience for their guests--and to improve their
bottom lines. We take appropriate analytical approaches to individual situations.
AccessPoint Media Group brings visual branding horse-power to the equation. And, with over 105 awards
in advertising and design, and client experience with the likes of Embassy Suites, KFC, E-Trade, and SONY,
APMG has the level of “right and left brain power” needed to develop powerful, attention-getting brand
identities, advertising, web design and development, menu design, brochures, promotional materials, interior
design, and more. We stay away from purely decorative solutions, but instead focus on appropriate, strategic
design that brings brand loyalty and targets long-term growth.
BRAND WOW – SPECIFIC MENU OF DELIVERABLES
This will include analysis, staff input, solutions, system development, and training. It will improve front of
house structure, functionality, experience, consistency, staff relations, flow of service, and efficiency.
We will also review the essential detail items that need to be consistently delivered to guests.
Menu development: Includes a systematic menu analysis and tune-up with a view to consistency, presenta-
tion, value, profitability, appropriateness to theme/goals, and back of the house development. We’ll also
look at new product development and the setting of "signature" menu items as points of distinction unique
to that operation. We’ll also make visual branding recommendations, as needed.
Guest experience: Includes evaluation of physical space as it relates to the overall theme/goals. We’ll make
suggestions for creating an atmosphere that fits the overall brand goals, message, and theme (possibly
including architectural/interior design, exterior façade and signage, lighting, and interior signage) of the
establishment in order to dovetail these elements into the brand and differentiate you from your competition.
Branding: Includes advice on marketing, concept development, and brand refinement. This may include
direction on key message(s), standards, and mission statement development. It may also include advice
concerning marketing, advertising, logo development and use, your tagline, print materials, and the design
and use of your website, along with how you are utilizing blogs and social media to spread the word. We’ll
look at tradition reinforcement/review to keep pace with changing demographics, and non-advertising
focused public relations outreach strategies to reach your geographic and demographic markets.
Finally we’ll look at the use of publicity for key personnel, along with community outreach
strategies to showcase your commitment to your particular neighborhood.
BRAND!
WE’RE PRESENTLY OFFERING THE ABOVE SERVICES AT $1,800. (Average cost)
Start the conversation :
WOW
Tom Kelley - Principal - Concept Branding Group
Phone : 619.841.1008
email : tomkelley@conceptbrandinggroup.com
website : conceptbrandinggroup.com

3. EXPANDED SERVICES
Turn around: A popular and profitable restaurant can quickly turn into a cash drain with declining cover
counts. In most instances, this usually has been going on for sometime before ownership is aware of the
situation. Momentum is working against success. A turn around requires quick action with immediate,
measurable improvements. Concept Branding Group has first hand experience with turn around strategies.
With time and cash as the highest priorities, Concept Branding Group consultants will provide specific action
steps to achieve stability and subsequent growth of the ongoing business. In addition to Restaurant Tune Up
services, will also address these immediate, critical issues:
Cash flow priorities: Accounts payable and vendor relations. Product cost controls including ordering,
receiving, preparation, presentation and collection. We’ll look at staff retention, training, and payroll costs,
along with the budgeting of all variable expenses.
Improve brand: Our goal is to increase a positive perception of your restaurant/brand while resolving
challenges. We’ll look at how to strengthen your brand through staff involvement and refocused training.
We want to position your brand for future growth and position it as a vital, contemporary competitor,
in the marketplace.
Drive sales: We’ll look at, and make recommendations, for in-house promotions, increasing server sales,
increasing average checks, targeting a better demographic, developing loyal return customers, and
developing new profit centers.
Action plan: We’ll assist management in producing an actionable plan that includes methods to evaluate
progress. Results will be maximized with minimum further cash outlay.
Outside the Box: Finally we look at the “X-factor… the unknown. Through experience we are highly sensitive
to, and constantly on the lookout for, those things that are overlooked or you are unaware of - Those “I wish
we’d have known that before” kind of epiphanies that arise almost every time we do this. We’ll take care of
you. You’ll understand why we’ve chosen to call this process “Brand Wow”.
We understand that motivated operators, who are interested in this program, will probably prefer an
immediate start. Our Restaurant Brand Wow Team stands ready to bring more dollars to your bottom line.
Let’s put our strengths together. Let’s cook.
B RAND!
Start the conversation : WOW
Tom Kelley - Principal - Concept Branding Group
Phone : 619.841.1008
email : tomkelley@conceptbrandinggroup.com
website : conceptbrandinggroup.com

4. Our course is well documented.
Throughout his career, Tom Kelley has done an outstanding job of providing strategic advice to both
suppliers and operators. His keen insight of the industry, coupled with his proven ability to develop
and execute a strategic plan, has made him and his company a respected and reliable go-to source.
I have known Tom for 17 years and he has always been a trusted consultant to me and to my colleagues.
Quite simply, Concept Branding Group delivers!
Stephen J. Caldeira, President and CEO, International Franchise Association
Tom Kelley has been a trusted advisor and friend for over 20 years. He was instrumental in working
with me on the Board of Directors to champion and expand the mission of the National Restaurant
Association, to build out a 10-unit national franchise, to operate 7 independent restaurants throughout
California, and to breathe new life into one of LA’s landmark, legacy restaurant companies.
W. W. “Biff” Naylor, Owner, Du-Par’s Restaurant Company
Tom Kelley has always been a reliable, go-to source for operators and leaders in the restaurant industry.
His insights, advocacy, and leadership in our industry have always been on-target and much appreciated.
Ted J. Balestreri, Co-Founder and CEO, The Sardine Factory
Concept Branding Group provided me and our management team with solid analysis, concrete
suggestions on operational improvements, and ways to better showcase our company's rich legacy with
our current and expanded guest market. The firm's insights on refocusing our brand, in strengthening
marketing, and in expanding external communications were not only impressive but added real value to
our company.
Terry Gagner, President, Weathervane Seafood Restaurants, Inc.
B RAND!
Start the conversation :
Tom Kelley - Principal - Concept Branding Group
WOW
Phone : 619.841.1008
email : tomkelley@conceptbrandinggroup.com
website : conceptbrandinggroup.com

5. we’ve been preparing for you
for 25 years.
Over 25 years of memberships, affiliations,
consulting, sponsorships, and support of:
National Restaurant Association
National Restaurant Association Educational Foundation
International Hotel & Restaurant Association
Share Our Strength
Distinguished Restaurants of North America (DiRONA)
Food & Beverage Association of San Diego
Palm Springs Hospitality Association
Main Street Palm Springs Downtown Business Association
Bay Area Council
Responsible Hospitality Institute
Restaurant Association of Metropolitan Washington
Greater DC Cares
Taste of America Presidential Inaugural Gala
Chef’s Taste of DC Congressional Reception
B RAND!
Start the conversation : WOW
Tom Kelley - Principal - Concept Branding Group
Phone : 619.841.1008
email : tomkelley@conceptbrandinggroup.com
website : conceptbrandinggroup.com