{"id":5895,"date":"2024-08-15T09:15:45","date_gmt":"2024-08-15T13:15:45","guid":{"rendered":"https:\/\/responseblog.wpengine.com\/?p=5895"},"modified":"2024-08-15T09:15:45","modified_gmt":"2024-08-15T13:15:45","slug":"building-strong-restaurant-brands-lessons-from-will-guidara-and-danny-meyer","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2024\/08\/building-strong-restaurant-brands-lessons-from-will-guidara-and-danny-meyer\/","title":{"rendered":"Building Strong Restaurant Brands: Lessons from Will Guidara and Danny Meyer"},"content":{"rendered":"

What\u2019s the difference between a restaurant that people like and a restaurant that people talk about?\u00a0 Of course the food and the atmosphere are table stakes. But in today\u2019s saturated market, creating a lasting impression goes beyond those. It requires an unwavering commitment to crafting a compelling brand that resonates deeply with customers.\u00a0<\/span><\/p>\n

Two books that restaurant brands may find invaluable lessons in are Unreasonable Hospitality: The Remarkable Power of Giving People More than They Expect<\/a> by Will Guidara and Setting The Table: The Transforming Power of Hospitality in Business<\/a>\u00a0by Danny Meyer.\u00a0 There are many takeaways restaurant marketers and operators can draw on to elevate their brand strategy. As Meyer says in his book \u201cHospitality is present when something happens for<\/strong><\/em> you. It is absent when something happens to<\/strong><\/em> you. Those two simple prepositions \u2013 for and to \u2013 express it all.\u201d<\/span><\/p>\n

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Meet the Masters of Hospitality<\/b><\/h2>\n

Will Guidara<\/b>, renowned for transforming Eleven Madison Park into one of the world\u2019s top restaurants, believes in the power of extraordinary hospitality. In \u201cUnreasonable Hospitality,\u201d he shares his philosophy of exceeding customer expectations through surprise and delight, creating memorable experiences that forge lasting connections with guests.<\/span><\/p>\n

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Danny Meyer<\/b>, the visionary behind Union Square Hospitality Group and the mastermind of Shake Shack, emphasizes the concept of enlightened hospitality in \u201cSetting The Table.\u201d Meyer\u2019s approach centers on building meaningful relationships with employees, guests, and the community, positioning hospitality as the cornerstone of a successful brand.<\/span><\/p>\n

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The Art of Creating a Memorable RESTAURANT Brand\u00a0<\/b><\/h2>\n

Takeaway #1: Go All-In On GUEST Experience\u00a0<\/b><\/h3>\n

Guidara\u2019s Insight:<\/b><\/h4>\n
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\u201cIntention 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.\u201d<\/h5>\n<\/blockquote>\n

Application in Marketing<\/b><\/h4>\n

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.<\/span><\/p>\n

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Takeaway #2: Build a Culture of Hospitality from Within<\/b><\/h3>\n

Meyer\u2019s Insight<\/b><\/h4>\n

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. <\/span><\/p>\n

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“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.\u201d\u00a0<\/strong><\/h5>\n<\/blockquote>\n

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Application in Marketing<\/b><\/h4>\n

Having a strong brand can\u2019t 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<\/a>“).\u00a0 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.\u00a0 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.\u00a0<\/span><\/p>\n

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Takeaway #3: Develop Personal Connections<\/b><\/h3>\n

Guidara\u2019s Insight<\/b><\/h4>\n

Personalization is at the heart of building long-lasting relationships with your guests. Guidara believes that it\u2019s not enough to deliver on the essentials; rather you need to create emotional connections. And the smallest gestures can have the most significant impact. <\/span><\/p>\n

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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.<\/strong>
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Application in Marketing<\/b><\/h4>\n

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.\u00a0 A personal email from a GM or other key member of the team can bring a human touch to an often automated process. <\/span>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.<\/span><\/p>\n

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Takeaway #4: Prioritize Community and Relationships<\/strong><\/h3>\n

Meyer\u2019s Insight<\/b><\/h4>\n

Meyer\u2019s \u201cEnlightened Hospitality\u201d 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,<\/span><\/p>\n

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\u201cBusiness, like life, is all about how you make people feel. It\u2019s that simple, and it\u2019s that hard.\u201d<\/strong><\/h5>\n<\/blockquote>\n

Application in Marketing<\/b><\/h4>\n

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\u2019s about long-term brand building and visibility. Share these efforts on your social channels and in newsletters to demonstrate your brand\u2019s 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\u2019s presence and loyalty.<\/span><\/p>\n

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Takeaway #5: Storytelling as a Brand Strategy<\/b><\/h3>\n

Meyer\u2019s Insight<\/b><\/h4>\n

Storytelling is a powerful tool for building a brand. Meyer\u2019s success is built on sharing the stories behind his restaurants, the people who work there, and the communities they serve. As he puts it, <\/span><\/p>\n

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\u201cThe dialogue between client and restaurant is a daily relationship.\u201d<\/strong><\/h5>\n<\/blockquote>\n

Application in Marketing<\/b><\/h4>\n

The stories you tell about your restaurant\u2014whether it\u2019s the history of your establishment, the people behind the scenes, or the inspiration behind your dishes\u2014are 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.\u00a0<\/span><\/p>\n

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Conclusion: Crafting an Iconic Restaurant Brand<\/b><\/h3>\n