What’s the difference between a restaurant that people like and a restaurant that people talk about? Of course the food and the atmosphere are table stakes. But in today’s saturated market, creating a lasting impression goes beyond those. It requires an unwavering commitment to crafting a compelling brand that resonates deeply with customers.
Two books that restaurant brands may find invaluable lessons in are Unreasonable Hospitality: The Remarkable Power of Giving People More than They Expect by Will Guidara and Setting The Table: The Transforming Power of Hospitality in Business by Danny Meyer. There are many takeaways restaurant marketers and operators can draw on to elevate their brand strategy. As Meyer says in his book “Hospitality is present when something happens for you. It is absent when something happens to you. Those two simple prepositions – for and to – express it all.”
Meet the Masters of Hospitality
Will Guidara, renowned for transforming Eleven Madison Park into one of the world’s top restaurants, believes in the power of extraordinary hospitality. In “Unreasonable Hospitality,” he shares his philosophy of exceeding customer expectations through surprise and delight, creating memorable experiences that forge lasting connections with guests.
Danny Meyer, the visionary behind Union Square Hospitality Group and the mastermind of Shake Shack, emphasizes the concept of enlightened hospitality in “Setting The Table.” Meyer’s approach centers on building meaningful relationships with employees, guests, and the community, positioning hospitality as the cornerstone of a successful brand.
The Art of Creating a Memorable RESTAURANT Brand
Takeaway #1: Go All-In On GUEST Experience
Guidara’s Insight:
“Intention means every decision, from the most obviously significant to the seemingly mundane, matters. To do something with intentionality means to do it thoughtfully, with clear purpose and an eye on the desired result.”
Application in Marketing
Your brand should be intentional at every touch point. From the digital experiences on your website and social media, to the experience that people have in your restaurants, to the communication that goes out to them. Ensure your brand’s personality is defined and comes through throughout all of these. Audit your customer experience throughout the their entire journey and find the opportunities to deliver the outcomes you want people to remember or how you want them to feel at each step. Consistency and commitment is how a brand is built over the long-term.
Takeaway #2: Build a Culture of Hospitality from Within
Meyer’s Insight
At Meyer’s Union Square Hospitality Group, they look to hire people with a strong Hospitality Quotient (HQ). HQ is made up of traits people have such as their curiosity, work ethic, empathy, integrity, optimism and and kindness.
“By putting your employees first, you have happier employees, which then lead to a higher HQ. A higher HQ leads to happy customers, which benefits all the stakeholders. The cycle is virtuous, not linear, because the stakeholders all impact each other.”
Application in Marketing
Having a strong brand can’t just live within brand guidelines and marketing executions. It should be rooted in a culture where hospitality is the essence of the organization. Your employees should not be overlooked (see our article “The Forgotten Ones“). They are your brand ambassadors and how you treat your employees directly influences how they treat your customers. They need to understand what the brand stands for and your hospitality philosophy. And it starts with strong training. Brand marketers and trainers should be aligned on how the brand is presented to the team. Create a culture of good listeners and observers. Also keep in mind that communications about the brand shouldn’t stop when onboarding is complete. Share your marketing campaigns, great reviews, stories of the team, community efforts, and more with the entire team regularly. If you’ve hired the right people and shared authentic, inspired information they should feel proud of the brand.
Takeaway #3: Develop Personal Connections
Guidara’s Insight
Personalization is at the heart of building long-lasting relationships with your guests. Guidara believes that it’s not enough to deliver on the essentials; rather you need to create emotional connections. And the smallest gestures can have the most significant impact.
He believes that remembering and acting on details that are important to your guests can turn a one-time visitor into a loyal, lifelong customer.
Application in Marketing
Use customer data to create personalized communications. Take advantage of information that comes through reservation apps. Send tailored emails that remember birthdays, anniversaries, or favorite dishes. Implement a loyalty program that rewards frequent diners with personalized offers and experiences. A personal email from a GM or other key member of the team can bring a human touch to an often automated process. When a restaurant makes an effort to understand and cater to individual preferences, it communicates that the guest is valued, not just as a transaction but as a person, enhancing their connection to your brand.
Takeaway #4: Prioritize Community and Relationships
Meyer’s Insight
Meyer’s “Enlightened Hospitality” revolves around the importance of relationships with staff, suppliers, the community, and guests. He believes that the success of a restaurant is deeply intertwined with the strength of these relationships. As he sums it up,
“Business, like life, is all about how you make people feel. It’s that simple, and it’s that hard.”
Application in Marketing
Engage at the local level through sponsorship of local events, collaborate with nearby businesses, and participate in community projects. You may not see an immediate ROI on these efforts, but it’s about long-term brand building and visibility. Share these efforts on your social channels and in newsletters to demonstrate your brand’s commitment to the community. Having strong relationships with local influencers and being active in the local food scene shows that you embrace those helping to drive the industry. Building these relationships not only fosters goodwill but also strengthens your brand’s presence and loyalty.
Takeaway #5: Storytelling as a Brand Strategy
Meyer’s Insight
Storytelling is a powerful tool for building a brand. Meyer’s success is built on sharing the stories behind his restaurants, the people who work there, and the communities they serve. As he puts it,
“The dialogue between client and restaurant is a daily relationship.”
Application in Marketing
The stories you tell about your restaurant—whether it’s the history of your establishment, the people behind the scenes, or the inspiration behind your dishes—are crucial in creating a brand that people connect with and remember. Storytelling humanizes your brand and makes it more relatable and memorable. The choices you make for your brand help craft your narrative. Just like a film, photography style, design aesthetic, narrative, tone and the music choices in videos on social media are all part of your storytelling strategy.
Conclusion: Crafting an Iconic Restaurant Brand
Creating an iconic restaurant brand requires more than just serving great food; it demands a commitment to exceptional hospitality and strategic marketing. Learning from two masters of hospitality, can help your brand resonate deeply with customers, foster loyalty, and position it for longevity.
Elevate the dining experience, build a culture of hospitality, develop personal connections, prioritize community relationships, and leverage technology. Consistency in brand messaging and compelling storytelling will further strengthen your restaurant’s identity. In a world where dining options are endless, let your brand be the one that not only satisfies appetites but goes deeper, creating unforgettable experiences that keep customers coming back for more.