Full credit to David Deal for this exceptional article. I haven’t seen a better example online yet. Mr. Deal provides a textbook example of branding and a reminder of the perils of failing to deliver on your promises and the expectations of your guests.
To sum it all up, branding is all about the experience between a consumer and your brand. It’s short, sweet, and simple. But sadly, it’s often ignored.
Too many times in restaurants I see the same old mistakes being made; promises that were made weren’t delivered, expectations weren’t met, and customers became angry, disillusioned and took to social media to voice their displeasure. That’s the “problem” with hyping up your restaurant; it sets up an expectation that certain ideals will be met.
For example, imagine seeing an Instagram picture of stale lettuce, tomatoes and vegetables on a sandwich. Now imagine that sandwich is from Subway, whose slogan is “Eat fresh”. Can you see the potential problem creeping up here? Subway made a promise of providing fresh ingredients and customers expected that. While, obviously, customers certainly expect to receive fresh ingredients in their meals, wouldn’t you agree that there’s nothing more egregious as having your entire restaurant brand built upon the one thing you failed to deliver? The fallout from this could be damaging to your restaurants’ reputation.
Stop this cycle before it starts!
If a staff member notices a problem starting, give them permission to “make it right”, right there on the spot. Encourage them to deliver an experience that customers can’t wait to share with their friends. If you promise that you’re the “fastest” pizza delivery, take steps to ensure that you are. Streamline your processes, prepare in advance for busy times, modernize your equipment, and/or hire more drivers. If you promise to always deliver “piping hot” pizza, invest in technology that will keep your pizzas hot while being delivered. Maybe there’s a new type of mobile oven or newfangled insulated sleeve out there! The point is, if your brand is built on a promise, that’s your number one priority.
Thanks for reading and I hope you find my information useful. As usual, if you have any questions or comments please feel free to comment below.