Marketing Versus Branding. Is There A Difference? Part II Of II

In continuation from Marketing Versus Branding. Is there a Different PART ONE…

Restaurants and Institutions have showcased some food concept ideas and restaurants that have proven successful branding and marketability.

Recognizing that seafood restaurants come in three different varieties (quick service, big casual dining chains and independent fine dining), the owners of the Tackle Box of Washington, DC discovered an interesting concept for their new restaurant. Despite marketing the restaurant as one that is similar to restaurants you will find along the Maine coastline, they thought outside the proverbial box. Their non-region specific fish tacos have proven to be a top seller and are credited with helping establish the restaurants brand among the other seafood concepts.

Sometimes restaurants will try to change their brand’s identity just enough to entice new diners into their restaurant. Bruegger’s of Burlington, Vermont, a bagel chain, will introduce new sandwiches on fresh baked bread. Steering away from the popular artesian breads offered by other restaurants such as Panera; they are hoping that by slightly tweaking their menu that they will bring in more lunchtime customers who are seeking sandwiches made on traditional breads. Doing so will allow them to still keep their specific brand intact, but offer something new to the consumer.

Many quick service restaurants have developed their specific brand by marketing a lovable and memorable character to represent the restaurant. McDonald’s has “Ronald McDonald”, Burger King has the “King”, Jack in the Box has “Jack” and Little Caesars’ has the little Roman character that love’s pizza. This food trends according to Restaurants and Institutions, “By creating integrated marketing campaigns that take advantage of television, social-networking Web sites, microsites and video-sharing sites, these smiling faces can serve as valuable buzz-generating tools.”

A restaurant can find success in finding their niche by looking at how and what their competitors offer their customers. If you find an area that is lacking, boldly grab the idea and offer up new services to your customers. An experienced restaurant consultant will help you find your niche and develop a plan to establish your specific brand and make it marketable.