14 steps to branding a restaurant franchise
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Are You Thinking About Franchising?(or just need to compete with those who are)
14 Steps to Polish and Perfect Your Brand and Business
R E S TA U R A N T B R A N D I N G
Specializing in Brand Strategy & Development for theRESTAURANT, EVENT & LIFESTYLE INDUSTRIES
ph: 949.433.0728InspiroBrands.com
TM
R E S TA U R A N T B R A N D I N G
Is it Time toFRANCH ISE
or Just Take Your Concept to the NEXT LEVEL?
Are you thinking about Franchising your restaurant or just trying to compete
with those who are? It is important to Polish & Perfect Your Entire Concept
including Branding, Operations, Space & Team. And more importantly have
a Plan to Manage these items for the future.
We work with Start Ups as well as Restaurants wanting to Franchise or
Expand. In both situations these recommendations can help serve as a
checklist to make sure you are looking at the big picture on a regular basis.
Your business should always be an ongoing process of growth and
improvement. Do you have all of the proper pieces in place to take it to the
next level?
W H AT I S A B R A N D ?
TM
Inspiring People to Love Your Brand
Your BRANDis What YourCUSTOMERSSay It Is...
NOT What YouSay It Is!
INTERIORDecor/Cleanliness
Receptionist/HostessStaff Presence
Voice Mail/Hold MusicInterior Music
Restrooms
MARKETINGBusiness Cards
Menus/Take OutIn-house CollateralEmail NewslettersWebsite/Mobile
BrochuresAdvertising YOUR
BRAND
EXTERIORDrive by Impression
SignageEntry Way
NETWORKINGOnline/Social Presence
Community Involvement
PRODUCTQuality of OfferingVisual Presentation
LOGOQuality & Relevance
Tagline/Modifier
Y O U R C O N C E P T
TM
Inspiring People to Love Your Brand
In the past most companies wouldn’t even consider a franchise model until they had a few restaurants. Today if even one location is doing well, Franchise companies are quick to expand before their competition does.
It is important to treat your restaurant as if it were a larger entity whether it is or not. You must manage all aspects such as food, staff, service, decor and marketing as a part of your overall brand.
There are 3 main reasons to treat your restaurant as a franchise model.
1. PROFESSIONALISM - Allows you to WOW your guests as well as compete against other larger players.
2. CONSISTENCY - Helps set up systems and standards to create a great customer experience every time.
3. GROWTH - Provides an expansion plan for the future. It is always easier to update on an ongoing basis than to fix things later.
1What Are You Known For?
Who Are Your Ideal Guests?
How Do You WOW Them?
B R A N D P E R S O N A L I T Y
TM
Inspiring People to Love Your Brand
2AccessibleAccommodatingAccomplishedActiveAdaptableAdmirableAdorableAffectionateAgreeableAliveAlluringAmbitiousAmorousAppreciativeApproachableAppropriateArtisticAssuredAstuteAthleticAttentiveAttractiveAuthenticAuthoritativeBalancedBeautifulBelievableBig-heartedBlessedBlissfulBoldBrainyBraveBrightBrilliantCalmCaptivatingCaringCasualCerebralCharmingCheerfulChicClearheadedColorfulComedic
ComfortableCompassionateCompatibleCompetentComplexConciseConfidentConsiderateConsistentConstantContentConvincingCordialCourageousCourteousCreativeCredibleCuteDaringDecentDecisiveDedicatedDeepDefinedDelectableDeliberateDelightfulDemocraticDependableDesirableDeterminedDevotedDignifiedDiligentDiplomaticDirectDiscerningDiscreteDistinctiveDramaticEasy-goingEconomicalEcstaticEfficientElatedElegant
EloquentEnchantedEncouragingEnergeticEngagingEnlightenedEnterprisingEntertainingEnthusiasticEstablishedEthicalExactExcellentExtraordinaryFabulousFaithfulFantasticFascinatingFashionableFlexibleFocusedForgivingFreshFreeFunFunnyGenerousGentleGenuineGoodGood lookingGood-heartedGood-naturedGorgeousGraciousGratefulGreatGregariousGroundedHandyHappyHarmoniousHealthyHelpfulHilariousHopeful
HospitableHumorousImaginativeImmaculateImpartialImportantImpressiveIndependentInfluentialIngeniousInnovativeInspiredIntelligentIntuitiveInventiveJollyJoyfulJubilantKnowledgeableLiberalLightLikableLivelyLogicalLovelyLoyalLucidLuckyLuminousMagneticMatureMildMiraculousModerateModestMoralNaturalNiceNobleNourishingOpen-mindedOriginalPassionatePeacefulPersonablePersuasive
PhilosophicalPlayfulPleasantPoeticPolishedPositivePowerfulPracticalPreciousProactiveProductiveProfessionalProfoundProgressiveProlificPromptProperPrudentPurposefulRadiantRealReasonableRefinedReflectiveRelaxedReliableRemarkableRespectfulResponsiveReverentRichRighteousRobustRomanticSatisfiedScholarlySensibleSensualSentimentalSereneSexySharpSincereSimpleSociableSolid
SophisticatedSoulfulSparklingSpiritedSpiritualSplendidSpontaneousStableSteadyStrongStudiousStylishSuaveSubtleSuccessfulSunnySuperbSweetSympatheticSystematicTenderTerrificThankfulThoroughThoughtfulTolerantToughTranquilTruthfulUnderstandingUniqueUprightValiantVersatileVigorousVirtuousVisionaryVivaciousWarmWell-roundedWhimsicalWiseWittyWonderfulWorldlyZealous
B R A N D W O R D S T A R T E R K I T
Scan quickly without thinking too much and circle any and all words that may apply:
List any others that come to mind: _________________________________________________________________________
DEFINING YOURBRAND PERSONALITY
Step 1Building your brand words
Select your 3 brand words that describe how you would like to be perceived:
––––––––––––––––––––––––––––––––––––––
Your Power Brand Word
––––––––––––––––––––––––––––––––––––––
Support Brand Word
––––––––––––––––––––––––––––––––––––––
Support Brand Word
Step 2Managing your brand words
Step 3Create & manage your brand touchpoints
Who Are You?
How Do PeopleDescribe Your
Company?
DownloadYour BrandPersonalityStarter Kit
B R A N D P O S I T I O N I N G
TM
Inspiring People to Love Your Brand
DO WHAT YOU DO BEST AND LET EVERYONE KNOW ABOUT IT!
You need to have great food, great service
and a good atmosphere but that is a
given in todays market.
What you really need to do is have
something that makes you UNIQUE
and a perfect fit for YOUR GUESTS.
If they love you - they will help spread
the word.
3What Makes You SPECIAL & UNIQUE?
How Can You COMPETE
Against Your COMPETITION?
TA R G E T A U D I E N C E
TM
Inspiring People to Love Your Brand
Once you think about expanding, it is important to know that what works
one place may not work for all. It is mandatory that you understand your
target market and find that audience. Or perhaps you may need to adjust
for those who are in the new location you select.
Anyone up for a Chicken Akatougarashi from McDonald’s in Japan?
Our Concept Requires This Target Audience:
______________________________________________
______________________________________________
______________________________________________
The New Location we are Considering has:
______________________________________________
______________________________________________
______________________________________________
4% Male/Female
AgeMarried/Single
KidsIncomeLifestyle
EducationLunch/Dinner
What do your guests want
most from you?
L O G O
TM
Inspiring People to Love Your Brand
5IMAGE IS
EVERYTHING...
WHAT DOES
YOUR LOGO &
BRANDING SAY
ABOUT YOU?
BRAND EVALUATION
TM
Inspiring People to Love Your Brand
6How Does Your
Current Concepts BRANDING &
ENVIRONMENT Match Your VISION
for the FUTURE?
DownloadOur BrandTouchpointEvaluation
INSPIRO BRAND TOUCHPOINT EVALUATIONRESTAURANT EDITION
Ratings: 5=highest 1=lowest; 5 excellent • 4 good • 3 just okay • 2 needs improvement • 1 probably hurting business
* These are the most important so if time is limited - do a mini evaluation using these.
_____________________________________________________________________________________________________
Quality Consistency Last Action Needed Updated
BRAND IDENTITYLogo * _______ _______ _______ ___________________________ ________ Tagline * _______ _______ _______ ___________________________ ________
BRANDED MATERIALSMenus * (main/kids/takeout etc...) _______ _______ _______ ___________________________ ________ Internal Marketing Items _______ _______ _______ ___________________________ ________Gift Cards/Holders _______ _______ _______ ___________________________ ________ To-Go Packaging _______ _______ _______ ___________________________ ________Staff Uniforms _______ _______ _______ ___________________________ ________ Wall Art/Story Graphics _______ _______ _______ ___________________________ ________
INTERNAL IMPRESSIONSOverall Interior Space * _______ _______ _______ ___________________________ ________Tabletops/Seating _______ _______ _______ ___________________________ ________ Hostess Stand - First Impression _______ _______ _______ ___________________________ ________ Restrooms * _______ _______ _______ ___________________________ ________ Lighting/Sound _______ _______ _______ ___________________________ ________
EXTERNAL IMPRESSIONSSignage * _______ _______ _______ ___________________________ ________ Exterior Look * _______ _______ _______ ___________________________ ________ Overall Drive By Appearance * _______ _______ _______ ___________________________ ________ Vehicles/Catering _______ _______ _______ ___________________________ ________ Phone Message * _______ _______ _______ ___________________________ ________ Website * _______ _______ _______ ___________________________ ________Social Media - Facebook/Twitter * _______ _______ _______ ___________________________ ________ Mobile _______ _______ _______ ___________________________ ________Email Newsletters _______ _______ _______ ___________________________ ________ Advertising * - mailers/promos/ads _______ _______ _______ ___________________________ ________Business Cards * _______ _______ _______ ___________________________ ________
FOOD & SERVICEFood Quality *Food Appearance * _______ _______ _______ ___________________________ ________ Service * _______ _______ _______ ___________________________ ________ Operational Organization _______ _______ _______ ___________________________ ________
Other________________________ _______ _______ _______ ___________________________ ________ Other________________________ _______ _______ _______ ___________________________ ________Other________________________ _______ _______ _______ ___________________________ ________
OVERALL SCORE _______ _______ _______ ___________________________ ________
_____________________________________________________________________________________________________
©Inspiro Brands 2014 - Reproduction permitted for individual personal use only.www.InspiroBrands.com • 949.433.0728 • Gina@InspiroBrands.com
Now that you have
established your
BRAND PERSONALITY,
POSITIONING and
TARGET AUDIENCE,
it is time to take a
indepth look at the your
COMPLETE BRAND
as it currently stands
by doing a BRAND
TOUCHPOINT
EVALUATION
T R A D E M A R K
TM
Inspiring People to Love Your Brand
PROTECT YOURSELF...You don’t want to be on the road to expansion with everything in motion and
realize that you are not able to grow into other territories. Or even worse
have someone stop you from using your name.
As a start go to
uspto.gov and
do a preliminary
trademark search.
You may also file there
but we recommend
getting an attorney.
7Before Franchising
Make sure to Trademark your NAME and LOGO
W E B S I T E & U R L
TM
Inspiring People to Love Your Brand
ARE YOU STAYING RELEVENT?Many people find restaurants via web and mobile devices.
To compete you must make sure you website works on all
platforms and people can find you EVERYWHERE
• Home - About You
• Location w/ map
• Menus
• Social Media Links
• Events
• Newletter Sign Up
• Franchise Information Create links for submission or downloadable pdf
8Make sure your
Website it updated to be used on
ALL PLATFORMS
Also Purchase ALL AppropriateWeb Addresses
MARKETING
TM
Inspiring People to Love Your Brand
DON’T TRY TO DO EVERYTHINGTry a few and track your results. Then Choose your Favorites that work for
you and CREATE A PLAN and IMPLEMENT ON A REGULAR BASIS.
Like it or not, you MUST have a Social Media
presence as part of your Marketing Plan.
To compete with other companies
we suggest that you hire someone
to be your Marketing/Social media
person to handle these tasks for you
if you do not have the time or
enjoy them.
9Pick The Marketing Methods that Work
BEST for You
• Social Media• Email Blasts• Print Advertising• In Store Promotions• Direct Mail• Radio/TV• Local & Charity Events
B R A N D S TA N D A R D S
TM
Inspiring People to Love Your Brand
CREATE A STYLE GUIDE WITH USAGE AND GRAPHIC ELEMENTS FOR BETTER CONSISTENCY OF YOUR BRAND.
10Brand Style Guides• Logos• Fonts• Colors• Textures• Graphic Elements • Marketing Templates• Signage• Wall Graphics• Web Elements• Etc...
Neutra TextTo be used Upper/Lower case for all sentances and body copy.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789!@#$&*()
Accent FontAccent Font Accent FontBody Copy
NEUTRA TEXT BOLDNEUTRA TEXT DEMI BOLDBold or Demi in Green or Black to be used for headers only.Used in All Caps. Can be green, black or reversed in white on black.
HEADERS HEADERS
Subheads SubheadsSUBHEADS SUBHEADS
Joe Hand 2To be used to highlight. To be used as Header 4 words or less.Can be used in orange or green
Neutra Text BoldPrimary Sans-Serif typeface used for emphesis bodies of copy. Can be set-in Bold and/or Caps.Can be green, black or reversed in white on black.
S IGNAGE
ALL NATU RAL
AMERICAN K OBE BEEF
WALL ARTWEARABLES
KRAVEKOBE BURGER GRILL
TH
E
An Average Style Guidewill contain 10-20 pages
FONT USAGE
M AT E R I A L S S TA N D A R D S
TM
Inspiring People to Love Your Brand
11Materials
Style Guide• Floor Plan• Elevation• Seating flow• Paint Colors• Flooring• Counters • Booth Material• Tables/Chairs• Lighting
BIRCH WOODS TABLE TOP
STAINED CONCRETE FLOORING B&W MATERIAL BOOTH
BLACK FORMICA COUNTER SUBWAY TILE IN BATHROOM
BRUSHED ALUMINUM COUNTER FRONT
INTERIOR MATERIALS
CHARCOAL CEILING LIME RICKY SOFIT PEACE YELLOW WALLS
PAINT
SAMPLE FLOOR PLAN
B R A N D PA C K A G E
TM
Inspiring People to Love Your Brand
KEEP YOUR FILES ON THE CLOUDOnce Your Brand Package is Complete,
MAKE SURE YOU OWN IT and
Keep it where you can easily get to it.
12Now you can
Store your Brand Collateral
and Easily Access it When you find
that Perfect Next Location
LOGOS FONTS/COLORS SIGNAGE PACKAGING MENUS
We do not personally do these except offer the branding for those who do.
But... Before you register your franchise you will need to have these.
Even if you never go
to a franchise model
you should have clear
PRACTICES AND
PROCEEDURES
in place.
O P E R AT I O N M A N U A L S
TM
Inspiring People to Love Your Brand
13Operations & Training
• Food Prep• Service • Purchasing • Receiving • Storage • Preparation • Cleaning• Shift Change• Opening/Closing
YOUR TEAM
TM
Inspiring People to Love Your Brand
WHO WILL HELP TAKE YOU TO THE NEXT LEVEL?
Your Company - Having a defined team is key. Your internal team should
all know their roles and reponsibilities without any grey areas.
Contractors - If you are thinking of expanding it is crutial to have all of your
vendors in place and ready to jump into action once you find a new location.
Franchise Company - There are many
franchise companies out there ready to
promise to take you to the next level.
Sometimes these can be quite costly
so make sure you do your homework
and choose an expansion plan that
WORKS BEST FOR YOU!
14Key Players
• Financial/CFO• Operations• Training• Real Estate• Branding/Design• Production Vendors• Marketing• Equipment• Construction• Franchise Company
RESTAURANT CHECKLIST
TM
Inspiring People to Love Your Brand
Concept - Do You Need Improvement on Food, Space, Operations, Etc?
Brand Personality - What do you stand for? What do people say about you?
Brand Positioning - How are you Unique from your Competition?
Brand Collateral Evaluation - Does Your Brand & Graphics Package Need Updating?
Target Audience Defined - Who will you serve, what do they need?
Logo - Is it updated to where you want it?
Trademark - Have you Trademarked your Name and Logo?
URL & Website - Have you purchased all similar urls and updated your website?
Marketing Plan - Have you created a marketing plan w/ branded social media accounts? Do have someone in place to manage your marketing efforts?
Brand Standards Manuals - Create a Usage Guides for others to Follow.
Materials Standards - Materials documented and ready for future locations.
Brand Package - All items packaged and available and ready to go the second you find a new location.
Operations & Training Manuals - Document all Recipes, Processes & Procedures.
Team in Place - Who will help take you to the Next Level?
What are the NEXT STEPS for the FUTURE?
R E S TA U R A N T B R A N D I N G
Specializing in Brand Strategy & Development for theRESTAURANT, EVENT & LIFESTYLE INDUSTRIES
ph: 949.433.0728InspiroBrands.com
TM
OwnerStrategy + Design
Inspiro’s President/Founder, Gina Mims, has developed the brand identity for over 100 dining destinations. She is the V.P. of Branding/Marketing and Co-Creator of the OC Restaurant Association where she leads the design of all marketing materials for countywide “foodie” events, including Orange County Restaurant Week and The Golden Foodie Awards.
Gina has Taught Graphic Design at Chapman University. She has been the Communications Chair for both Les Dames d’Escoffier LA/OC and Share Our Strength’s - Taste of the Nation, Laguna Beach.
She speaks publicly about “Branding The Guest Experience” and how to “Define then Design” to restaurant, marketing and design groups focusing on those who want to create a ‘WOW’ for their customers.
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