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operations 18 Sep 2013

How to Manage your Restaurants\' Brand Identity?

It is branding that makes your restaurant successful.

By Nusra Deputy Features Editor

Product thrust is the core element for a brand identity. Here are some of the views that give you an idea on how some restaurant manage their brand.

Sunil Kallerackal, Founder & Chairman, Book My Table says ““To come up, a restaurant has to be good brand. The brand comes down to menu, service and purposes. So this way we add value to a restaurant. Unlike TV Radio hoarding, there is no commitment on footfall. You can spend 10 lakh or 20 lakh to any of these mediums; those are also important. But they are not going to give you business immediately. They are not going to help you on the long term basis. You can spend money on pamphleting the loyalty and 99 percent of it is on the roads and you are directly advertising a brand. Once you see your paper brand on a low value substance, you somehow come into talking the brand. In newspapers you take half- page but that is also not helping the brand. TV is expensive to grow as a regional brand. Local TV yes possibly, but then ROA is not coming and there is no click or inflation coming or no timed data like other channels.”

On the same line, Dheeraj Gupta, Founder, Jumboking is of the opinion that “A consumer knows everyday what he is going to get. He knows that the masala which has to be used is the same. It is more on proper surety that the brand provides that makes a customer come back.”

Pizza Hut is the world’s largest Pizza Chain following the brand management since 1996 in India. It also brought into India its international heritage, its pizza expertise and world class standard of quality and taste. Pizza Hut is a successful brand today. Pizza Hut has tried to develop a bond with the Indian consumer by becoming relevant to them.

What usually works for the restaurant is the strategy “to think global and act local”. Subway, a leading sandwich chain with 22,361 restaurants spread across 78 countries out of which more than 200 are in India has created a brand image in front of its public serving nutritious subs, salads, wraps. The USP of the Subway lies in its association with both health and taste.

Domino’s Pizza, India’s leading Pizza selling brand, has done a lot to establish an identity in the market. They invaded India in early 1990s running around 500 restaurants in India and they have just made their products more accessible to their customers by launching a national online ordering service recently.

Ajay Kaul, CEO, Jubilant FoodWorks says “Every single metric has to be built so that every store looks like one, how satisfied are people here, how satisfied are the customers here, what is the ‘khushiyon’ ka meter reading here.” And we believe that this is the reason that not a single store of ours is closed in last six years creating brand identity.”

For instance, in a move to create product differentiation among global coffee brands, Cafe Coffee Day’s new dialogue box brand identity, designed by Landor Associates, introduced its customers to the concept of social hub. Its walls, signage and menus carried punchy lines such as 'agree to agree', 'filled to the brim with laughter' and 'brew a froth moustache'. The end result? The campaign created a great resonance with its core target audience, while retaining the old colour scheme and brand line, ‘A lot can happen over a coffee’.

Ameet Pahilani, Founder, Cafe Chokolade, says “Elements utmost important in your cafe for success: everything starts first with the product. In any franchise, the most important thing is standardisation of the product, i.e. you need to be served the same taste irrespective of where you are served. You can claim to be a successful franchise chain only when you standardise the product, the greeting. Every brand has its own way of greeting and people immediately connect to you.  These are the small Touch points that need to be standardised.”

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