Treat your restaurant brand as if it were a romantic relationship. While hot and heavy in the beginning, it’s important to notice the signs of disinterest or disharmony so that the changes can be made and interest re-piqued. This will keep the fires stoked, grow the intrigue and curiosity about your restaurant and, in the end, keep your tables full. This is why restaurant rebranding is key.
With 78% of millennials stating that they would rather get a great experience over good food, perhaps it is time to take a look at what exactly you are offering. And, with only 47% of restaurants actively seeking to upgrade equipment, you can strike while the iron is hot to enhance and rebrand your restaurant, elevating you to a lead over your competitors. It’s important to consider when it’s time for restaurant rebranding before it’s too little, too late.
Knowing When Your Brand is Nearing Its Expiration
Every restaurant does it from time to time. Whether it’s a trendy logo change, a la Pizza Hut’s “new” retro throwback, or testing a new concept altogether, rebranding is nothing new to the industry. However, some restaurateurs can get a little stuck in their ways and become resistant to change. Don’t do enough and you find yourself running up a steep hill to catch up to the new, trendy competitor on the block. So how can you strike a balance and identify the exact moment in which you need to implement new elements to your brand?
Keep your finger on the pulse of your brand to spot signs you need a change. The most notable can be seen in the actions and attitudes of your regular or semi-regular clientele. Some slight, telltale signs of a stagnant brand can be seen in a reduction of visits, or a visible lack of enthusiasm when they arrive at your restaurant. Since people tend to continue a habit for some time even after they have checked out from the experience, customers will often reduce the number of frequent visits by one, or skip a weekly visit here and there.
How Taking Proactive Restaurant Rebranding Steps Can Change the Game
Restaurant rebranding is a fun, fresh way for you to roll up your sleeves and get creative. This all starts with understanding your customers’ feelings. When you proactively seek customer opinions, the feedback will provide you with a blueprint to make the exact changes needed without the risk of turning them off to your restaurant.
You can seek this feedback in a number of ways but most often, it’s accomplished by a short survey. Your survey can be verbal, a few questions at the bottom of their tab, or a link to a website that they receive at the end of a transaction. Your customers may need an incentive to ensure that you receive their inputs, and this can be provided through a variety of ways, including drink discounts, free appetizer offers, a loyalty program, or a meal discount.
Additional information can also be found on popular dining apps such as TripAdvisor, Yelp, and Google. The data you can gather just by asking and researching your customers’ opinions gives you an accurate, valuable tool in your restaurant rebranding efforts.
Opinions from those that have visited your restaurant, while very helpful, will only give you part of the story. What can you do to broaden your appeal to those that have not dined with you before? Pause for a moment and look around your restaurant. Do you see families, older couples, younger couples, or an eclectic mix across the board? Any rebranding must not only fit your current customer demographic but must intelligently blend your current crowd into a broadening range of targeted customers if you are to prevent changing your brand so much so that your current clientele flees for other venues.
Restaurant Rebranding Changes and Develop Long-Term Strategy
The elements that go into restaurant rebranding can become quite expensive, but there are ways you can do so in a cost-effective manner. Rolling out a simple branding change, such as menu variants, is something that can easily be phased in or out, depending on feedback. Starting slow, such as featuring a special menu on Wednesday night, can provide your brand the boost it needs while giving you the creative flexibility to experiment on a small scale. Matching music to your specials, or adding slight décor changes, can also afford you with cost-effective upcycling differences that can easily be pulled back, or pushed forward, based on customer responses.
These responses all serve to give you a crucial look into how specific changes and your restaurant rebranding are being received. When you seek out opinions, you can gather deeper levels of insights to track just how these changes, like incorporating delivery software, are affecting your regular customers. Tracking all of this can quickly grow to a volume that goes beyond a spreadsheet or notebook and paper. You will need a way to gather, store, and analyze this information, and be able to accurately compare it to sales and inventory data so that you get the full picture delivered to you.
Data From a POS Solution May Be The Key
Technology is your best friend when it comes down to it; you need it to manage everything from receipts and sales to staff hours and inventory. Many restaurants operate utilizing manual entry tools or multiple, disparate systems. Luckily, many of today’s POS solutions and trends can provide what you need in one system.
A next-gen POS software solution will tell you what menu items are selling and which items need to be refreshed with something new and trending. Combining this with automated inventory data and comparing it to customer responses adds up to a solution that provides you with highly customizable reporting. The opportunities for rebranding that you receive from an updated POS system will put an end to the guesswork that many rely on for refreshing a brand. However, you might need some extra help to get this done.
Our expertise in helping restauranteurs find effective ways to leverage technology to enhance restaurant rebranding for their customers arms you with a valuable tool. We step in to learn the ins and outs of your business and recommend the right solution for you. Contact us today to sign up for a free demo and to learn more about how talech can be your expert POS partner.