When is it the right time to invigorate and rejuvenate a restaurant concept?

A restaurant is only as good as its reputation, and in a saturated market of dining concepts, a brand needs to remain relevant. The industry is constantly changing, and what is ‘in’ one day, may not be the next.

That’s why it’s so important for restaurant operators to know when it’s time to change things up.

So, where do you start? When and how do you rebrand in the restaurant world?

First, ask yourself the following questions:

What parts of your existing brand strategy are working well?

What can you improve?

What sales metrics aren’t you hitting?

Who are your competitors? What are they doing well?

How do you compare industry-wide?

Refresh vs rebrand?

Not all businesses need to completely rebrand from scratch. Staying true to an original brand identity, with a refresh, might be exactly what your restaurant needs to keep and attract customers.

Fast food industry giants like KFC, McDonalds, Pizza Hut and Subway, among others, have kept their brand consistent. However, over time they have refreshed their logos and their menus to reflect the needs and requirements of not only the times, but also their clientele.

McDonald’s, especially, after Morgan Spurlock’s documentary Super-Size Me, had to rebrand itself to represent more healthy food choices and options to stave off the negative publicity it was receiving. With an interior change across the global chain and an emphasis on healthier dining options, the fast food giant is back, stronger and more profitable!

Stay aligned with your demographic

You can’t have 100% reach across all target markets. That’s why knowing your customer is key! Any plan to rebrand a restaurant has to be driven with a refreshed analysis of who the diner is and how to appeal to them.

With this data collected and collated, a rebrand of a restaurant can be properly planned. It may just involve a change of interior, a few additions to the menu, or simply an adjustment of prices. Equally, if a larger change in restaurant image is needed, you may need an overhaul of your entire menu, along with a refresh or reboot of your logo and the entire restaurant philosophy.

Keep your employees and your customers informed

Whether undertaking a full overhaul or just a refresh, keeping your customers informed is vital. As most of them are on social media, use platforms like Facebook, Twitter and Instagram to share information on what to look forward to once the restaurant relaunches. Tease them with new reveals leading up to the reopening.

If you’re introducing a new menu, share photos of your best dishes to entice people and make sure to respond and engage with your followers. Enlighten them about the improvements you’re making and what benefits they’re likely to receive from the relaunch. Make all the key stakeholders, including your employees and customers, feel like they’re part of your journey.

Host an unveiling event​

It’s important that you pique local interest and reopen your restaurant with a bang! Choose a date that works without any major timing conflicts. You might want to serve the whole menu or a sampling of your best dishes to win you favor with future patrons.

Summary:

Remember that patience, consistency and quality have no substitutes. Once you have that formula down, success will follow!

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