All good things must come to an end, including your original branding strategy. Why? Things change. Design trends change, your reputation shifts, your industry changes, or new competitors enter the market. There is usually more than one sign that it is time to update your restaurant's branding. Do any of these reasons apply to your restaurant?1. Your business has shifted but your message has not.
Each restaurant evolves their products, services, or even their atmosphere as time goes on. Doing so is unavoidable in order to stay relevant. Ask yourself:
- What is your restaurant brand's main message?
- Does it accurately reflect who you are and who you want to reach?
- Does it reflect how your menu has evolved?
- Does your brand's message reflect the atmosphere?
2. Your website is functionally and visually dated.
Many people rely on a restaurant's website during their discovery and decision making process. A dated website limits your restaurant's ability to communicate with your potential customers via their preferred device.
In fact, 89% of internet users conduct research online prior to choosing a place to eat. Your online presence is the new word of mouth when it comes to dining out. A good online presence can drive new and repeat traffic into your restaurant.
Your website is a direct representation of your restaurant's brand and should reflect your atmosphere as well as the experience visitors can expect. Visitors should be able to find information easily. Most likely they will seek menus, hours, and location information so make sure these are easy to find.
Successful restaurant websites tend to be highly visual. There is no denying that high-quality, hunger-inducing photos work wonders when someone looking for a bite to eat visits your website. Ask yourself:
- When was our website created?
- How often is it updated?
- After looking at some of the best restaurant websites, how does yours compare?
- Have you gotten any feedback from your customers on your website?
3. Your restaurant's logo reflects design trends that were popular more than a decade ago.
As your restaurant evolves, so should your logo. Just like fashion trends, logo trends change with time. Updating your logo does not have to be drastic. In fact, if you study how iconic brands have evolved their logos over time, most changes are subtle. Ask yourself:
- What did you like about your logo when it was first designed?
- What design logos do you like now?
- Does your logo accurately reflect your restaurant's current brand?
Knowing when to rebrand does not have to be complicated. Getting key decision makers within your organization on board early on is key, so make sure to do your homework and be prepared to defend your reasoning. Make sure to set goals for the rebrand and lay out a detailed plan of exactly what will happen as well as well as deadlines for each step.