Creating a Consistent Brand Identity Throughout Every Corner of a Restaurant

Ever dream of creating a remarkable brand experience for every guest?

Restaurant owners pour thousands into logos, menus and interior builds. Yet one huge mistake consistently arises…

They neglect the small details. The seemingly invisible touchpoints your guests encounter every visit. Neglecting these brand “corners” can slowly chip away at your overall image.

The solution?

Consistency. Creating a cohesive brand experience starts in every corner of your restaurant. Including the ones people tend to overlook.

In this article:

1. Why Branding Matters in Restaurants
2. The Branding “Corners” You Might Be Missing
3. Why Signage Makes Branding Easier
4. Examples of Branding Every Corner

Let’s go!

Why Branding Matters in Restaurants

When it comes down to it, brand consistency is a direct reflection of your bottom line.

Consistent branding can increase revenue by up to 33%. That should grab your attention.

Think of brand consistency this way:

Guests walk into your beautiful restaurant dining room full of perfectly placed furniture, decor and lighting. However, as they explore other areas of the restaurant, they come across poorly branded signage, random fixtures and generic décor details.

Now, what do you think they’re thinking?

With every misaligned brand experience, your restaurant loses a shred of your guests’ trust.

Trust is hard earned in the restaurant industry. Most guests want to feel like they’re in capable hands from the moment they walk through your door until they leave. That’s why every corner of your restaurant should deliver the same brand message: “This place cares about quality.”

The Branding “Corners” You Might Be Missing

Here’s something that comes as a surprise to most restaurant owners…

The restroom. Restaurants commonly miss branding their restrooms, but it’s one of the single most important corners of your restaurant. It sounds surprising, but the data backs it up. Research from a Tork global survey found that almost 3/4ths of restaurant patrons say if a restaurant has a bad restroom experience, it will impact their decision to return.

Yikes.

It goes without saying that restaurant restrooms shouldn’t be dirty. But even well-designed bathrooms can leave guests with a negative impression if they feel neglected by your brand.

Take restroom signs, for example. There are hundreds of styles of restroom signs online, but for neutral restroom signs that are minimal, gender inclusive and work with any restaurant decor style, check out www.modernhousenumbers.com.

Restrooms aren’t the only area restaurant owners usually miss when branding. Think about…

Hallways/Corridors. Many restaurants have hallways that connect two sections of the dining room. Although they may not be huge traffic areas, guests will walk through these spaces. Why not give them the same brand experience?

Host Stand/Waiting Area. Guests that visit your restaurant will typically spend time at your host stand or a waiting area. This is a perfect opportunity to give your guests something to look at while they wait.

Back Patio/Outside Area. Depending on your restaurant’s layout, there may be a back patio or dining area. Even if these areas are hidden guests will most likely find them. It’s best to brand these spots too.

Staff-Facing Areas. Enough guests walk into server stations, kitchens and other staff-only areas to notice a lack of branding. Make sure any areas guests may see are accounted for.

How Signage Brings It All Together

If you’re thinking, “What does signage have to do with anything?,” keep reading.

Guests may not consciously realize your restroom signs match the rest of your branding. However, they will surely notice if your signage looks slapped together.

You don’t want guests questioning why your signage doesn’t match the rest of your brand. Quality signage should flow from the front door to the restroom door.

Neutral restroom signs are great for any restaurant wanting to give off a modern and welcoming feel. They’re gender neutral and blend in with any color scheme.

The most memorable brands treat their signage like an extension of their identity.

Restaurant signage includes:

• Wayfinding signs. Think restroom signs, exit signs and any other signs that help guide your guests.
• Regulatory signs. Occupational limits, allergy info, safety announcements.
• Branded identifiers. Room names, bathroom names, numbering systems and more.

These may seem like small details to some, but your guest will subconsciously register your entire brand once they step into your space. If your restroom signage doesn’t match the rest of your brand, guests will spend the rest of their time in your restaurant trying to figure out why.

Examples of Branding Every Corner

So how do you ensure you’re branding every corner of your restaurant?

Here’s the game plan:

Identify Current Brand Inconsistencies

Run a brand audit of your entire restaurant space. Take note of every branded touchpoint a guest will encounter and ask yourself, “Does this fit with the brand?”

Focus on High-Traffic Areas

While your restaurant may have twenty corners you can brand, that doesn’t mean you must brand them all at once. Focus on areas with high traffic first. Entering your space and exploring the dining room are surefire ways guests spend their time. If you can create a beautiful brand experience in these areas, you’re off to a great start.

Invest in Quality Materials

There’s no reason your brand should look cheap. Investing in higher-end materials may sting at first, but it pays off in the long run. Cheaply made signs don’t last as long as their better-made counterparts and send a message to your guests that you don’t care about your brand.

Stay Consistent Across Locations

If you own multiple restaurants within the same brand, your guests will expect the same logo on the door regardless of which location they visit. Make sure your signage and any other brand correlations are consistent across all restaurants.

Wrap Up

“The dining room isn’t the only place brands are built.”

If there’s one thing to take away from this blog, let it be this quote.

While your guests will spend most of their time in your restaurant’s dining room, they will venture to the bathroom, outside area and possibly others. Branding every corner of your restaurant ensures guests have a remarkable experience no matter where they roam.

Here’s the homework:

Branding doesn’t stop at your menu. These are just some examples of forgotten corners you can brand:

• Restrooms
• Hallways/Corridors
• Host Stand/Waiting Area
• Back Patio/Outside Areas
• Staff-Facing Areas