Grow your restaurant brand or concept (part one)

Saturday, August 2nd11:45 am—12:30 pm

·Basics of what makes a successful restaurant brand/concept

·Analyzing Regional Markets and Growth Patterns

·How design reinforces the brand & improves customer experience

·Creating restaurant prototype standards and protecting scalability

NEW ORLEANS MORIAL CONVENTION CENTER

Date: Saturday, August 2, 2014

Time: 11:45 am —12:30 pm

Presented By:Brent Bueche, PresidentScot Byrd, Vice President

www.bbiusa.com

BBI Architects Spaces that workT

FEATURED SPEAKER PRESENTATION:

“So…, You Want to Grow Your Brand/Concept, ….then you need to know this!!!”

BUILDING A RESTAURANTBRAND/CONCEPT

Top Ten Most Valuable Brands

*source: Millward Brown BrandZ survey 2014

PerceptionIS

Reality

Value of a Brand – The “iTime Watch”

Slogans

• “Just Do It!”• “The World on Time”• “The Happiest Place on Earth”• “Finger Licking Good!”• “Melts in Your Mouth, Not in Your Hands”• “You’re in Good Hands….”• “King of Beers”

Consideration Set

The first possibilities that come to mind when you think of who to buy from.

Cola Automobile HotelCoca-Cola Chevrolet MariottPepsi Toyota HyattDr. Pepper Ford Holiday

Inn

One Chance for a First Impression

“Jimmy John's plans fourth B.R. location in Lee Drive retail center”

Published Jan 14, 2014Baton Rouge Business Report

“Dair-O’s seeks permitting approval for new location on Lewisville-Clemmons Road “

Published Jan 14, 2014Winston-Salem Journal

What is a Brand?It’s not just what YOU want it to be!Xerox, Google, Coke, Post-It,Kleenex, Band-AidFedEx, Tar-ge’t

Taco Bell – licking the shells!

A brand is what customers think and feel about your business. The value of a brand is how many of those thoughts support your business model. – BBI Architects

Experiences, expectations, emotions, friends, cache, signs, building shape, slogans, etc

Components of the Brand

You have to carefully think about all of these. They have to work well together. You have to plan how to implement these elements and monitor success.

•Logo•Slogan•Colors•Jingle•Culture•The Real Estate

•Taste•Emotions•Signs•Shapes•Clothing•Packaging

Building a Restaurant Brand

• Who Are We? – Who do we say we are? – Who do our customers say we are?

• “Mike’s Brewpub is a casual, friendly neighborhood restaurant serving lunch, dinner and an ever-changing selection of craft beers—including its own brews--to discerning beer lovers.”

• “Mundo is an eclectic eatery spotlighting small plates of cuisines from around Latin America. We serve fun, exotic food in an upbeat, energetic atmosphere that caters to foodies.”

• “Al Italia is a romantic, upscale Italian restaurant that caters to special occasions and celebrations. We serve classic Northern Italian dishes in a traditional setting.”

- Rieva Lesonsky, CEO GrowBiz Media

THE IDENTITY STATEMENT

Building a Restaurant Brand

Who do our customers say we are?Comment cardsManager interviews (customers & staff)Secret shoppersFocus groupsSurveysCustomer relationship management softwareSocial mediaGoogle alertsMeasure what sells

Building a Restaurant Brand

How do we tell our story?– Advertising, signs in our store, promotions, events

(charitable, in-store, outside store), strategic partnerships, social media, produce media content, professional organizations

• Great Food• Great Concept• Great LocationIngredients for a

Successful Restaurant

Building a Restaurant Brand

A Great ConceptVisually showingwhat we have been talking about!“The main thing, is to keep themain thing, the main thing.”- Stephen Covey“Most restaurants fail because the owner or founder did not have a clear vision for the restaurant.” – John Walker, author of The Restaurant, from

Concept to Operation (6th edition).

Truett’s Grill

Griffin, Georgia

Truett’s Grill

Griffin, Georgia

Truett’s Grill

Griffin, Georgia

Truett’s Grill

Griffin, Georgia

Building a Restaurant Brand

Summary of Key Points• The Concept

Unique Selling Proposition• Take the time to carefully consider all the

factors impacting your brand/concept• Stay with the Vision, Stay on Course!