Are You Thinking About Franchising? (or just need to compete with those who are) 14 Steps to Polish and Perfect Your Brand and Business RESTAURANT BRANDING Specializing in Brand Strategy & Development for the RESTAURANT, EVENT & LIFESTYLE INDUSTRIES ph: 949.433.0728 InspiroBrands.com TM
Are you thinking about Franchising your Restaurant or just trying to compete with those who are? It is important to Polish & Perfect Your Entire Concept including Branding, Operations, Space & Team. And more importantly have a Plan to Manage these items for the future.
We work with Start Ups as well as Restaurants wanting to Franchise or Expand. In both situations these recommendations can help serve as a checklist to make sure you are looking at the big picture on a regular basis.
Your business should always be an ongoing process of growth and improvement. Do you have all of the proper pieces in place to take it to the next level?
Restaurant Checklist explores... 1. Concept - Do You Need Improvement on Food, Space, Operations, Etc?
2. Brand Personality - What do you stand for? What do people say about you?
3. Brand Positioning - How are you Unique from your Competition?
4. Brand Collateral Evaluation - Does Your Brand & Graphics Package Need Updating?
5. Target Audience Defined - Who will you serve, what do they need?
6. Logo - Updated to where you want it?
7 Trademark - Have you Trademarked your Name and Logo?
8. URL & Website - Have you purchased all similar urls and updated your website?
9. Marketing Plan - Have you created a marketing plan w/ branded social media accounts? Do have someone in place to manage your marketing efforts?
10. Brand Standards Manuals - Create a Usage Guides for others to Follow.
11. Materials Standards - Materials documented and ready for future locations.
12. Brand Package - All items packaged and available and ready to go the second you find a new location.
13. Operations & Training Manuals - Document all Recipes, Processes & Procedures.
14. Team in Place - Who will help take you to the Next Level?
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Transcript
Are You Thinking About Franchising?(or just need to compete with those who are)
14 Steps to Polish and Perfect Your Brand and Business
R E S TA U R A N T B R A N D I N G
Specializing in Brand Strategy & Development for theRESTAURANT, EVENT & LIFESTYLE INDUSTRIES
ph: 949.433.0728InspiroBrands.com
TM
R E S TA U R A N T B R A N D I N G
Is it Time toFRANCH ISE
or Just Take Your Concept to the NEXT LEVEL?
Are you thinking about Franchising your restaurant or just trying to compete
with those who are? It is important to Polish & Perfect Your Entire Concept
including Branding, Operations, Space & Team. And more importantly have
a Plan to Manage these items for the future.
We work with Start Ups as well as Restaurants wanting to Franchise or
Expand. In both situations these recommendations can help serve as a
checklist to make sure you are looking at the big picture on a regular basis.
Your business should always be an ongoing process of growth and
improvement. Do you have all of the proper pieces in place to take it to the
In the past most companies wouldn’t even consider a franchise model until they had a few restaurants. Today if even one location is doing well, Franchise companies are quick to expand before their competition does.
It is important to treat your restaurant as if it were a larger entity whether it is or not. You must manage all aspects such as food, staff, service, decor and marketing as a part of your overall brand.
There are 3 main reasons to treat your restaurant as a franchise model.
1. PROFESSIONALISM - Allows you to WOW your guests as well as compete against other larger players.
2. CONSISTENCY - Helps set up systems and standards to create a great customer experience every time.
3. GROWTH - Provides an expansion plan for the future. It is always easier to update on an ongoing basis than to fix things later.
PROTECT YOURSELF...You don’t want to be on the road to expansion with everything in motion and
realize that you are not able to grow into other territories. Or even worse
have someone stop you from using your name.
As a start go to
uspto.gov and
do a preliminary
trademark search.
You may also file there
but we recommend
getting an attorney.
7Before Franchising
Make sure to Trademark your NAME and LOGO
W E B S I T E & U R L
TM
Inspiring People to Love Your Brand
ARE YOU STAYING RELEVENT?Many people find restaurants via web and mobile devices.
To compete you must make sure you website works on all
platforms and people can find you EVERYWHERE
• Home - About You
• Location w/ map
• Menus
• Social Media Links
• Events
• Newletter Sign Up
• Franchise Information Create links for submission or downloadable pdf
8Make sure your
Website it updated to be used on
ALL PLATFORMS
Also Purchase ALL AppropriateWeb Addresses
MARKETING
TM
Inspiring People to Love Your Brand
DON’T TRY TO DO EVERYTHINGTry a few and track your results. Then Choose your Favorites that work for
you and CREATE A PLAN and IMPLEMENT ON A REGULAR BASIS.
Like it or not, you MUST have a Social Media
presence as part of your Marketing Plan.
To compete with other companies
we suggest that you hire someone
to be your Marketing/Social media
person to handle these tasks for you
if you do not have the time or
enjoy them.
9Pick The Marketing Methods that Work
BEST for You
• Social Media• Email Blasts• Print Advertising• In Store Promotions• Direct Mail• Radio/TV• Local & Charity Events
B R A N D S TA N D A R D S
TM
Inspiring People to Love Your Brand
CREATE A STYLE GUIDE WITH USAGE AND GRAPHIC ELEMENTS FOR BETTER CONSISTENCY OF YOUR BRAND.
10Brand Style Guides• Logos• Fonts• Colors• Textures• Graphic Elements • Marketing Templates• Signage• Wall Graphics• Web Elements• Etc...
Neutra TextTo be used Upper/Lower case for all sentances and body copy.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789!@#$&*()
Accent FontAccent Font Accent FontBody Copy
NEUTRA TEXT BOLDNEUTRA TEXT DEMI BOLDBold or Demi in Green or Black to be used for headers only.Used in All Caps. Can be green, black or reversed in white on black.
HEADERS HEADERS
Subheads SubheadsSUBHEADS SUBHEADS
Joe Hand 2To be used to highlight. To be used as Header 4 words or less.Can be used in orange or green
Neutra Text BoldPrimary Sans-Serif typeface used for emphesis bodies of copy. Can be set-in Bold and/or Caps.Can be green, black or reversed in white on black.
Your Company - Having a defined team is key. Your internal team should
all know their roles and reponsibilities without any grey areas.
Contractors - If you are thinking of expanding it is crutial to have all of your
vendors in place and ready to jump into action once you find a new location.
Franchise Company - There are many
franchise companies out there ready to
promise to take you to the next level.
Sometimes these can be quite costly
so make sure you do your homework
and choose an expansion plan that
WORKS BEST FOR YOU!
14Key Players
• Financial/CFO• Operations• Training• Real Estate• Branding/Design• Production Vendors• Marketing• Equipment• Construction• Franchise Company
RESTAURANT CHECKLIST
TM
Inspiring People to Love Your Brand
Concept - Do You Need Improvement on Food, Space, Operations, Etc?
Brand Personality - What do you stand for? What do people say about you?
Brand Positioning - How are you Unique from your Competition?
Brand Collateral Evaluation - Does Your Brand & Graphics Package Need Updating?
Target Audience Defined - Who will you serve, what do they need?
Logo - Is it updated to where you want it?
Trademark - Have you Trademarked your Name and Logo?
URL & Website - Have you purchased all similar urls and updated your website?
Marketing Plan - Have you created a marketing plan w/ branded social media accounts? Do have someone in place to manage your marketing efforts?
Brand Standards Manuals - Create a Usage Guides for others to Follow.
Materials Standards - Materials documented and ready for future locations.
Brand Package - All items packaged and available and ready to go the second you find a new location.
Operations & Training Manuals - Document all Recipes, Processes & Procedures.
Team in Place - Who will help take you to the Next Level?
What are the NEXT STEPS for the FUTURE?
R E S TA U R A N T B R A N D I N G
Specializing in Brand Strategy & Development for theRESTAURANT, EVENT & LIFESTYLE INDUSTRIES
ph: 949.433.0728InspiroBrands.com
TM
OwnerStrategy + Design
Inspiro’s President/Founder, Gina Mims, has developed the brand identity for over 100 dining destinations. She is the V.P. of Branding/Marketing and Co-Creator of the OC Restaurant Association where she leads the design of all marketing materials for countywide “foodie” events, including Orange County Restaurant Week and The Golden Foodie Awards.
Gina has Taught Graphic Design at Chapman University. She has been the Communications Chair for both Les Dames d’Escoffier LA/OC and Share Our Strength’s - Taste of the Nation, Laguna Beach.
She speaks publicly about “Branding The Guest Experience” and how to “Define then Design” to restaurant, marketing and design groups focusing on those who want to create a ‘WOW’ for their customers.