The Brand Audit
Can you honestly say that your restaurant stands above the rest (in your area or culinary specialty)? In your heart of hearts you likely believe this is the case, but how can you be sure? I mean, how well do you really know the competition?
The best way to address these questions is to find out for sure. RCS will conduct a detailed analysis of you and your competitive landscape to compare establishments on a number of fronts; menu, style, ambiance, awards, chef, brand awareness, differentiation and so on.
What you really need is what I call a branding audit. Without such an analysis, it’s hard to know for sure if your restaurant is truly appealing to your customers in terms of the competition. A branding audit will compare you to your top competitors in terms of key messages used on menus, websites, brochures, media coverage, etc. Once this competitive research is complete, you will derive key insights that can help you build a better brand and market your restaurant more efficiently and effectively.
For example: Let’s say your analysis tells you that you are the only restaurant in your area that offers online reservations or frequent diner cards.With this information, wouldn’t you want to start really playing this up in your promotions, on your website, etc.? Sure you would! But would you really have taken the time to find this important information out on your own? Probably not. A branding audit will ferret all of these types of differentiators for you so you can better position your restaurant for increased and continued success.
Why is a branding audit so important?
- Your marketplace is constantly evolving
- Players come and go
- Acquisitions and mergers occur
- Competitors reposition or rebrand themselves in a different light
- New leadership and chefs come aboard
- Negative financial earnings news is released
- Positive or negative industry coverage comes out
- Industry awards are given
- Positive and/or negative restaurant reviews are released
- Your competition is consciously trying to make you fail (believe it!)
Just remember, in the end, it is far greater to know what’s going on around you than to merely think you do.
Differentiating your business in the marketplace is how you gain new guests and increase repeat business. Without differentiation, the guest views you as just another restaurant. You need to stand out from the competition and be the one the guest turns to for the experience you provide.
To accomplish this, Restaurant Coaching Solutions, offers a comprehensive, analytical marketing audit and new positioning service designed to arm you and your business with differentiating key messages that resonate with guests’ needs and help you grow your business.
Our Key Messaging Audit and New Positioning Program consists of the following key elements:
1. Competitive Messaging Analysis: detailed and thorough analysis of your key messages, proof points and value statement against those of your competition.
2. New Messaging Platform: positioning statement, supporting key messages, supporting proof points and guest value statements.
3. Sales/Marketing Recommendations: designed to infuse your new messages into your sales engine.
For more on How To Differentiate Your Business, click here.
To find out more about what a Brand Audit can do for you, contact us for a free consultation
To review a sample Brand Audit click here!
Popularity: 4% [?]
