Restaurant Masters: The Formula to Create a Badass Brand

In today’s crowded restaurant industry, most brands focus more on year-to-year survival than mastering their particular market. To compete, companies lower prices, offer promotions, and do everything they can price-wise to get customers in the door—and while rewarding at first, these techniques tend to do little to engender consumer loyalty.

This episode of Restaurant Masters features restaurant coach and former restaurant owner Donald Burns. In part three of his series on building a successful restaurant brand, he offers his best tips for creating a “badass” brand that dominates—rather than competes in—your chosen market. He has written the acclaimed books 2017 Your Restaurant Sucks! and the 2019 Your Restaurant STILL Sucks! and was featured in restaurant software company Toast’s Top Restaurant Experts to Follow in 2016, 2017, and 2018.

“A badass brand is created from core values, emotions, your mission, and your culture,” says Burns. “If you are confused about your brand, your guests are confused too.”

For Burns, truly successful restaurants “disrupt the status quo.” Rather than inventing a new market or type of meal, they simply offer a different approach to a common concept that raises the bar in terms of customer service and consumer experience.

So what are the steps to becoming a badass brand? Successful brands have three key elements: a coherent, concise understanding of your core values and brand promise, a brand kit composed of your restaurant’s image, logo, colors, and fonts, and the ability to consistently convey and execute your brand story.

“All houses need a solid foundation—and for a brand, that’s your culture,” adds Burns. “Core values are what separate the average from the outstanding. If you cannot strive to be an example of the core values your brand has, then they’re not core values, they’re just wishful thinking.”

Check out the episode above to learn more about developing a strong tagline and strategically engaging in social media and traditional market channels!

Produced by:

Darisha Beresford

Darisha Beresford

Production Manager / Sr. Producer

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The Core Four Elements of a Successful Restaurant Brand

A restaurant’s brand identity is more than a logo, color scheme, aesthetic, or type of food. Your brand is your foundation: successful restaurants are built on clear, concise, and comprehensive brands.

This episode of Restaurant Masters features restaurant coach and former restaurant owner Donald Burns. In part two of his series on building your restaurant brand, he offers his best tips for cultivating a successful vision and company culture for your business. He has written the acclaimed books 2017 Your Restaurant Sucks! and the 2019 Your Restaurant STILL Sucks! and was featured in restaurant software company Toast’s Top Restaurant Experts to Follow in 2016, 2017, and 2018.

“People don’t buy what you do, they buy why you do it,” says Burns. “That’s where most restaurants fail: their vision is to make money. That will never sustain you in the long term. The act of making money is the result of having a sound vision and planning practices.”

Successful restaurant brands have a clear, cohesive set of core values and vision of success, prioritize consistency over creativity, perceive the restaurant the same way their guests do, and use emotion to inspire—rather than manipulate—guests.

“People buy brands they trust,” adds Burns. “Trust is a very sacred pact between the brand and the guest. Once it’s broken, it’s a long hard road to rebuild.”

Many young chefs and business owners make the mistake of prioritizing creative products and fail to consistently provide the same quality taste. “Your brand is not what you think it is, it’s what your guests think it is,” notes Burns. “You want to make sure you’re tapping into those emotions that stimulate loyalty and inspiration and not just manipulation.” Having a novelty product is not the same as innovation, and attracting a slew of customers with a unique product does not automatically create a following.

Check out the episode above to learn more about branding for the long-term and how to design your brand identity and brand story!

Produced by:

Darisha Beresford

Darisha Beresford

Production Manager / Sr. Producer

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Cooper’s Hawk Partners with the SAG Awards To Increase Brand Awareness

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On this episode of The Barron Report, Paul Barron speaks with Emily Wines, master sommelier & vice president of wine and beverage experiences at Cooper’s Hawk Winery & Restaurants. In this Skype interview, the two discuss the latest feat for the winery, partnering with the Screen Actors Guild Awards®, and how to utilize partnerships to increase brand awareness.

In November, Cooper’s Hawk announced that they are the Official Wine of the Screen Actors Guild Awards® 25th Annual SAG Awards. To salute the silver anniversary, the winery has created a special wine named the “Artist’s Red Blend.” The wine is a limited-edition, with a commemorative label, and will be served during the Awards ceremony on Sunday, Jan. 27, 2019. Furthering this special partnership, Cooper’s Hawk will be hosting an exclusive event for it’s Wine Club Members.

When discussing methods of how to increase a wine brand’s awareness, Wines details how previous partnerships with celebrity chefs, like Tyler Florence, and other wineries for Cooper’s Hawk have proven to be successful.

Watch this video above for more marketing tips like virtual wine tastings, and how to educate your clients.


SHOW NOTES

  • 7:33 - Wine Marketing Tips for 2019

  • 9:52 - Wine List Tips

  • 12:41 - Virtual Wine Tastings

  • 14:31 - What’s New for Cooper’s Hawk


  • 0:11 - Cooper’s Hawk Partners with SAG Awards

  • 2:32 - Artist’s Red Blend and How Brands Align

  • 6:03 - Breaking Down the Blend

 
 

Produced by:

Rachel Brill

Rachel Brill

Social Producer


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