This document discusses the importance of creating a killer brand for a restaurant. It provides 5 tips for doing so: 1) Conduct market research to ensure the brand is a good fit, 2) Avoid inside jokes or obscure names, 3) Focus the brand on a specific target market rather than trying to appeal to everyone, 4) Engage in effective social media marketing across multiple channels, and 5) Have courage to stay true to the brand vision when it is tested. The document emphasizes that a brand is defined by the emotional connection it creates with customers rather than being a tangible thing.

1. IT’S A BR A N D N E W D A Y
5 T H I N G S Y O U N E E D T O C R E A T E A K I L L E R B R A N D

3. W H A T I S A B R A N D ?

4. – D O N A L D B U R N S
“Your brand is the emotional connection that your
customers’ have about your restaurant. A brand is
not a thing, it's how your customers' feel.”

5. W H A T M A K E S A K I L L E R
B R A N D ?

6. 5 E L E M E N T S O F K I L L E R B R A N D S
• They have a killer story.
• They deliver killer consistency.
• They give people what they want, just a little
differently.
• People can understand it.
• They never get complacent.

7. 5 THINGS YOU NEED TO
CREATE A KILLER
RESTAURANT BRAND

8. R E S E A R C H !
# 1 : I S Y O U R B R A N D A F I T T O T H E M A R K E T

9. M A R K E T R E S E A R C H
• Create a hypothesis about your target customer in your
target location – If I serve Italian food, will my foot traffic
increase?
• Use social media to replace survey panels and focus
groups and let your current customers/fans weigh in – The
Takeaway: Consumer tastes vary by location
• Never make assumptions about your customer’s habits,
tastes or preferences – Take the time to ask the right
questions and gain insight
• Prevent costly mistakes or affirm your current strategy is
the right one – Market research gives you ammo!

10. S T A Y A W A Y F R O M B A D
N A M E S
T I P # 2 : I N S I D E J O K E S A R E B E S T L E F T O N T H E I N S I D E

12. Y O U N E E D T O F O C U S Y O U R
B R A N D
T I P # 3 : Y O U C A N N O T B E E V E R Y T H I N G T O E V E R Y O N E

14. M A K E Y O U R B R A N D
S O C I A L
T I P # 4 : Y O U N E E D T O M A K E O N L I N E M A R K E T I N G A M U S T

15. – D O N A L D B U R N S
“The marketing game has changed and if you want
your restaurant to thrive and not just survive, you
need to change along with it.”

17. S O C I A L M E D I A S T A T S
• 89% of 18-29 year-olds are active on social
media.
• 93% of millennials use a mobile phone.
• 53% of users who tweet at a brand expect a
response within the hour. The percentage
increases to 72% for those with a complaint.
• 87% of a Facebook page’s interactions happen
on photo posts – Visual content is powerful!

18. E F F E C T I V E S O C I A L M E D I A
M A R K E T I N G I S M U L T I - C H A N N E L
• Facebook
• Twitter
• Foursquare
• Google+
• Pinterest
• Instagram

19. W H A T I F S O C I A L M E D I A
I S N O T F O R Y O U ?

20. H I R E A P R O T O H E L P
Y O U S T I L L N E E D T O B E O N I T . . . .

21. E A T E R I A
L I K E T H E T E A M A T

22. D O N ' T D I L U T E Y O U R
B R A N D
T I P # 5 : Y O U A R E G O I N G T O N E E D C O U R A G E

23. – D O N A L D B U R N S
“There will be many times when your faith in your
brand will tested. These are the times when you
need to stay the course. If you don't believe in your
brand, why should your customers?”

24. Q U E S T I O N S

25. RAFFLE

26. O N E A T T E N D E E W I L L W I N O U R K I L L E R
M A R K E T I N G P A C K A G E !
• 40 minute restaurant coaching session with
international restaurant consultant, Donald Burns,
The Restaurant Coach™
• An Eateria marketing evaluation & software demo,
PLUS 1 month of free service for any managed
account

27. C O N T A C T I N F O

28. D O N A L D B U R N S
T H E R E S T A U R A N T C O A C H ™

30. THANK YOU FOR
ATTENDING!