Restaurant Branding Concept Development Restaurant Marketing
Restaurant Branding Concept Development Restaurant Marketing
Helping Restaurant Brands

Charge Ahead

Perspective
Client Experience
The Golden Lasso™
Publications
Services

Perspective

We believe restaurant brands fall into two camps: remarkable or forgettable. Forgettable brands flare up and fizzle out in the blink of an eye. They plateau in popularity and growth, anchored by the mediocrity of mimicking successful brands rather than blazing their own trail. We flat-out refuse to create such ephemeral nothings.

Our mission is to strike that magical balance between idealism and realism, fueled by a vision to create something distinctively different. Data-driven strategy is the bedrock of everything we do, and it’s turbocharged with intelligent use of AI technologies.

 

Every restaurant brand strategy is a collaborative effort, meticulously crafted with client teams using research and a generous dash of expertise. It’s upon this robust strategy that we transform ideas into remarkable restaurant experiences for our client partners.

We are passionate about crafting restaurant brands that are unforgettable. We believe that remarkable collaboration, strategic thinking, and innovative design are powerfully transformative. This philosophy doesn’t just create strong brands; it forges leaders ready to charge ahead of the herd.

Client

Experience

The Golden Lasso™

Framework

A restaurant brand framework developed to help restaurant brands charge ahead. Here are the platforms that comprise the framework. For a deeper dive, get your hands on The Bullhearted Brand: Building Bullish Restaurant Brands That Charge Ahead of the Herd

Patron: Profile

Patrons comprise a coalition of people groups led by a primary group that represents shared aspirations from the whole. The profile layer allows us to understand their demographic data like household income (HHI), age, and ethnicity. This data is critical in locating the groups in geographic areas which helps with multi-unit growth and development.

Patron: Projection

The Patron's Projection layer is a critical and profound component of the full view of the group. It represents how they want to be perceived by the world around them. This layer is the key to creating brand affinity amongst the group and the secondary groups within the coalition.

Purpose

Given many names by many marketers, a brand's Purpose is the keystone to its strength. It answers the question, "Why do we exist?" This statement replaces the traditional idea of Vision statements. It should be driven by a brand archetype which seeks to shift behaviors. With that as a driver, a strong Purpose can be excavated, established and bolstered.

Personality

Personality traits are what gives brands their unique flavor. These traits help drive the attitude the brand manifests in writing, speaking, and visual outputs. It answers the question, "How do we act?"

Product

What a brand does is usually where most leadership beelines in thinking. It is an important layer to the full brand strategy and we've shored it up under the Product platform. This answers the "what" question and replaces traditional "Mission" statements with something better aligned with the bigger brand picture.

Presentation

For many, the Presentation layer is the fun part. It's the visual, verbal, experiential manifestation of the entire brand strategy. It covers naming, logo, interiors, digital, training, and essentially every aspect of how the brand exists in the world. It's job is to communicate the brand's Purpose, Personality and Product to it's Patrons with one nuance...

Position

Understanding the competitive landscape is critical to successful marketing and growth. The Position statement is the nuance through which all Presentation layer elements must flow. Everything said, designed, written, and experienced should effectively and successfully position the brand against competitors.

Golden Lasso restaurant branding strategy framework - Patron Profile
Golden Lasso restaurant branding strategy framework - Patron Projection
Golden Lasso restaurant branding strategy framework - Purpose
Golden Lasso restaurant branding strategy framework - Personality
Golden Lasso restaurant branding strategy framework - Product
Golden Lasso restaurant branding strategy framework - Presentation
Golden Lasso restaurant branding strategy framework - Position

Branding

Publications

Restaurant Branding Book

The Bullhearted Brand

Read More & Buy
Brand Archetypes Book

Mass Behaving

Read More & Buy
Restaurant Marketing Book

Stop Blasting My Mama

Branding

services

Concept Development

Creating fresh restaurant concepts soup to nuts, ready to pitch property management and investors alike.

Menu Design & Engineering

Crafting menus – handheld, takeout and boards – that work to uplift average order values (AOV) and revenue.

Visual Identity Design

Design that stands out from the crowded foodscape to successfully position growing brands

Takeout & Retail Packaging Design

Packaging that merges utility with opportunity to turn every item into an advertisement.

Verbal Identity Creation

Giving brands a voice that's unique and powerfully alluring to help brands break through the noise.

Marketing Collateral

From advertising elements through uniforms and apparel and into other touchpoints that market the brand.