Beyond the Plate: Why Branding is the Recipe to a Restaurant’s Success

By Amy Colbourn, Managing Director, Business Strategist at MONOGRAM

According to foodservice company, WebstarauntStore, there were 749,404 restaurants in the United States in 2023, representing an industry expected to surpass $1 trillion in sales this year for the first time ever. This includes a wide range of dining establishments, from fast food to casual to fine dining and specialty restaurants.

When it comes to how often Americans eat out, US Foods reported a 2023 survey that revealed on average Americans are deciding to order takeout or delivery 4.5 times a month, compared to eating in a restaurant an average of three times a month. While the trend has shifted in favor of takeout, competition is fierce when it comes to standing out in a sea of restaurant options.

Why restaurants need branding

Restaurateurs need to understand that branding is important for three primary reasons:

A strong brand allows them to stand out in a crowded landscape and competitive market
A defined brand helps consumers make buying decisions
A brand promise tells consumers what to expect, and allows you to deliver on that expectation

How restaurant branding caters to the consumer

When customers recognize a brand it becomes on their radar, familiar to them, and ultimately part of their consideration set when making a decision. In other words, this is awareness which is often driven by a strong visual identity.

Behind the identity is the consumer’s expectation of what a brand stands for. When that expectation is met, it creates a greater sense of satisfaction. Satisfaction leads to higher perceived value which in turn leads to customer loyalty—the pinnacle of consumer engagement. It then becomes a self-fulfilling prophecy as long as the experience is well defined and the expectation is consistently met by the consumer experience.

The main ingredients for a successful restaurant brand

Here’s a convenient metaphor. As brand marketers, we often talk about “the ingredients” that make up a strong brand. Not only do restaurants need successful recipes in the kitchen, but they also need the right recipe for their branding. Here are some of the main ingredients for a successful brand.

Recognition

Create a visual identity that is both identifiable and recognizable

Differentiation

Leverage what makes your offering unique so that your brand is distinguishable

Relevancy

Allow your brand to cater specifically to your target audience and align with consumer preferences

Authenticity

Use your location and atmosphere as part of your brand identity to attract guests seeking a particular type of setting

Attunement

The details are all part of your brand and you can use differentiated elements to your advantage, such as the menu, signature items, and service style

The brand aperitif

Have a distinct and clear sense of your brand—who you are, what you offer, and how you do it differently than anyone else. Brand clarity will help you train internally, deliver consistently, and stand out in the marketplace.

Now, for dessert

In closing, I’d like to offer a fun fact. KRG Hospitality published a list of the cities with the most restaurants per capita. In descending order, they are:

Miami
Orlando
Las Vegas
San Francisco
Los Angeles

Time to make some reservations.

If your restaurant could use a brand as delicious as your favorite dish, contact MONOGRAM today to schedule a complimentary brand consultation with our team.