The Best Ways to Build Restaurant Brand Awareness

Restaurants can build revenue and reinforce their place in the business landscape by building brand awareness among a targeted audience. From using the concept of brand positioning to creating a consistent visual message, there are a myriad of ways restaurant owners can approach brand awareness. Expedite brand recognition by using marketplace positioning, developing a visual presence, creating an advertising and marketing plan and establishing loyalty.

Start with Positioning

Positioning is a concept introduced in the early 1980s by Al Ries and Jack Trout. The concept requires the restaurant company to decide where it is placed in the customer's mind. Using a combination of four aspects that draw revenue -- product, price, place and promotion -- the company decides where it sits among the competition and within the minds of the consumer. Positioning helps direct and narrow brand awareness. A quick way to put positioning into practice is to identify the target audience by recognizing the area the restaurant is in -- a business lunch eatery location, a family lunch or dinner location or a get a meal quick anytime location. Consistent radio, print ads and coupons focused on the audience and the product offering keeps the restaurant brand in the forefront.

Build Visual Awareness

A consistent visual presence provides a vivid memory for consumers. Burger King, Wendy's and McDonalds are perfect examples of visual brand awareness. Each of these well-known restaurants uses a mascot, a well-designed logo and a tag line to embed brand awareness in the public's mind. However, mascots and logos are not the only way to build visual awareness. Signage, color scheme, décor, standardizing staff uniforms and consistent ways of interacting with customers can reinforce a restaurant concept and build a brand.

Remind the Public

Remind the public of the restaurant's menu and atmosphere by staying consistently within the minds of the target audience through advertising. Consistent advertising and marketing are opportunities to remind the public of a restaurant location, menu, prices and hours and logo. Local, weekly alternative newspapers or other types of published material, such as door-to-door flyers, direct mail and coupon books, are great ways to build brand awareness through print. Favorite local radio stations, television programs or highly visited local websites are also good places to advertise and raise brand awareness.

Build Loyalty

Building a loyal community or customer base is the foundation of brand awareness; loyal customers spread the word about the restaurant brand. Local sports teams, schools and business organizations are often loyal customers to restaurants that buy advertising in programs, sponsor teams or give-away coupons. Adding extras at the point of purchase, such as a free dessert bar, free meal choices for children under three or a baker's dozen are ways to further build a local brand. Taking brand awareness to the web through social media by creating a fan or business page and conducting a contest among a customer base is also a way to reinforce loyalty.


by Alex Burke
http://smallbusiness.chron.com