Our team has been talking a lot lately about successful branding in the restaurant industry. What makes one restaurant stand above the rest? How can strategic branding make customers want to return time and time again?
Something that always stands out to us when we dine is the ambience of the restaurant. Is the lighting too bright? The wall décor appealing? Does it feel cozy and inviting or trendy and cold? Is it a spot where we would want to take our trendy friends or our grandparents?
- Klanton and Sinofzik, Knife and Fork
The book Knife and Fork: Visual Identities for Restaurants, Food and Beverage by Robert Klanten and Anna Sinofzik has really inspired us as of late. The images depicting visual identities of restaurants around the world are bold and remarkable. Every restaurant featured shares a commonality: they each have a distinguishing and cohesive brand.
One great example of cohesive branding can be seen in the image below. Saxon + Parole has created a horse logo that doubles as a theme for the restaurant. From menus to beverages to interior décor, the recognizable logo unifies the restaurant.
- Klanton and Sinofzik, Knife and Fork
So what do we think makes a successful restaurant?
1. Great food…That’s a given.
2. Recognizable Logo… Customers should be able to immediately associate the logo with the restaurant.
3. Unified branding… From silverware to chairs to menus, your theme should be continuous and cohesive.
4. An inviting interior…Customers should feel welcome and comfortable inside the restaurant.
5. Restaurant culture…This is our favorite part. The overall feel of the restaurant. Is it a fine dining experience or fast casual? Are there little details that customers find surprising and endearing? What makes this restaurant unique and better than the rest?
With all of the new restaurants opening this year, we are looking forward to seeing the newest restaurant branding innovations in Denver. Share your favorite restaurant branding stories in the comments below!
Happy dining!
-SSM