Cómo posicionar y marcar su restaurante

El posicionamiento es el paso estratégico para definir el concepto y el público objetivo de su restaurante y al mismo tiempo diferenciarse de la competencia.

En el blog de Lavu, frecuentemente sugerimos diversas formas de diferenciar su restaurante de la competencia, como con
servicio de atención al cliente de clase mundial
,
tarjetas de regalo
, o un intuitivo
sistema de puntos de venta de restaurantes
. Estas ideas tienen el poder de impulsar sus ventas y su reputación, pero para el éxito a largo plazo, necesita saber exactamente qué es lo que hace que su restaurante funcione y en qué se diferencia.

Posicionamiento de la marcaen pocas palabras, es como se te ve en la mente de un cliente, y está relacionado con la conciencia de la marca. Cuando se posiciona con éxito, los clientes relacionarán su marca con su contenido de marca, se sentirán conectados con su marca y lo verán como una opción relevante para sus necesidades.

A continuación, vea por qué el posicionamiento de la marca es tan importante y cómo empezar.

Articular cómo eres diferente de los demás

Cuando diriges un restaurante, si es un
cerveza artesanal
,
crema de hielo tienda
, o
cafetería
, es importante entender por qué eres diferente de los competidores y ser capaz de decirlo sucintamente.

A través del acto estratégico de posicionamientono sólo determinas exactamente cómo eres único, sino que también defines tu concepto central y tu público objetivo. Estos son los tres puntos principales que hay que clavar para posicionar su marca en el mercado:

  • Define lo que haces: ¿Qué tipo de café preparas? ¿Cuál es su concepto?
  • Defina a quién está en el negocio para servir: ¿Qué tipo de clientes quieres en tu restaurante? ¿Cuáles son sus deseos? ¿Por qué necesitan tu restaurante para existir?
  • Defina cómo es usted único de la competencia:Esto no se trata de cómo es usted mejor que sus competidores, sino de cómo es usted diferente.

Para poner en marcha su proceso de posicionamiento, cree una larga y detallada lista de preguntas para cada sección anterior. Como ejemplo, centrémonos en el tercer punto. Use las siguientes preguntas para analizar a sus competidores y dónde se encuentra su restaurante en el espectro gastronómico. Cuando reúnes tus respuestas, nuevas oportunidades pueden revelarse.

  • ¿Son empresas nuevas o establecidas?
  • ¿Cuál es su concepto?
  • ¿Qué precio tienen?
  • Si eres una heladería, cervecería o bodega:¿Producen tus competidores pequeños lotes o es la producción a mayor escala?
  • ¿Ofrecen servicios de entrega a domicilio o para llevar?
  • ¿Utilizan la nueva tecnología de los restaurantes o se basan en métodos tradicionales?
  • ¿Por qué tipo de alimentos o bebidas son conocidos?
  • ¿Qué tan involucrados están sus competidores en la comunidad?
  • ¿Tienen una campaña de marketing de gran alcance?
  • ¿Qué tipo de clientes frecuentan sus negocios?
  • ¿A qué horas del día están más ocupados?

Cuando se combinan, las respuestas a estas preguntas pueden iluminar áreas de oportunidad sin explotar en las que su negocio puede centrarse. Más importante aún, deberían iluminar lo que te hace diferente. El posicionamiento exitoso incluye destacar actividades, precios, conceptos y más de lo que la competencia no hace o no tiene.

Defina su marca haciendo preguntas relacionadas con su restaurante. Echa un vistazo a esta lista de Lean-Labs para preguntas para hacer cuando se construya una marca para su restaurante.

Marque su restaurante de una manera que lo posicione claramente

La industria de la restauración está prosperando y cada vez más saturada. Las cervecerías artesanales de cerveza han tomado impulso, mientras que las bodegas se dan el lujo de estar en un mercado emergente y pueden confiar en la calidad de su producto para atraer a las multitudes.

Sin embargo, para la mayoría de los negocios en la industria de bares y restaurantes, es crítico diferenciarse de otras maneras. Debido a que la competencia se ha vuelto demasiado buena, un negocio necesita una marca creativa y un posicionamiento también.

Tome una postura sobre lo que es importante para su restaurante, y deje que sus clientes sepan quién es usted. Los clientes buscan marcas que se ajusten a sus ideales, y quieren apoyar a los restaurantes cuyos ideales y valores coinciden con los suyos. A través de un posicionamiento de marca cuidadosamente planificado, encontrará a los clientes que se alinean con sus objetivos y quieren apoyar sus empresas en el futuro.

Definir su concepto e historia

Servir buena comida o cócteles ya no es suficiente. Con una plétora de excelentes establecimientos de alta calidad para que los clientes puedan elegir, ¿qué hace que su negocio sea especial? Sin duda, tienes una historia convincente que contar. Dígale a los clientes que el
cómo, por qué,
y
who
de su concepto para posicionarse en el mercado.

  • ¿Quiénes fueron los fundadores?
  • ¿Quién está cocinando la comida o elaborando la cerveza?
  • ¿Por qué tu menú es especial?
  • ¿Por qué importa tu restaurante?
  • ¿Cómo llevas tu negocio?
  • ¿Por qué eligió este ambiente y diseño interior en particular?
  • ¿Cómo decidiste el precio?

Definir los detalles de sus operaciones es el primer paso para crear una marca que suene verdadera con los clientes, y que lo distinga de la competencia. Con las respuestas, tienes un collage de ideas que informan tu concepto general de negocio y que están destinadas a ser creativas y diferentes.

Haga crecer su comunidad de negocios

Una gran ubicación es excelente para impulsar nuevos negocios, pero hoy en día, también lo es su comunidad empresarial. Los individuos, granjas y negocios con los que eliges trabajar dentro de la comunidad crean conexiones inigualables. A los clientes les gusta apoyar a las empresas que apoyan la economía local, y hay maneras ilimitadas de hacerlo. Aquí hay algunas ideas:

  • Cafeterías puede obtener productos horneados de una panadería o pastelería local. A su vez, estos lugares sirven su café.
  • Cervecerías venden sus botellas o latas a los restaurantes. Siempre es inteligente llevar tu cerveza a un restaurante que sirva a un público similar. De esta manera, usted solidifica su identidad y se posiciona como un negocio líder para este grupo objetivo. También es inteligente conectarse con restaurantes poco probables para poner tu cerveza frente a nuevas audiencias y aumentar tu base de clientes.
  • Pizzerías pueden abastecerse de productos frescos y queso de los agricultores locales.
  • de helados pueden abastecerse las granjas lecheras locales as como abastecer a los restaurantes y delicatessen con pintas helado.>

Para encontrar nuevas conexiones, aproveche su geografía. Cada región tiene un regalo especial para mostrar, y no hay mejor lugar que en su menú. Para los propósitos de su marca, usted posiciona su negocio como un apoyo a la economía local. Este tipo de compromiso revela valores fundamentales que resuenan profundamente en el consumidor de hoy.

Ahora use materiales de marca para apoyar su posicionamiento

Las cualidades que hacen que su restaurante sea único, su público objetivo y sus valores fundamentales son los cimientos de una marca fuerte. Los dueños de negocios tienden a pensar en sus imágenes de marca antes de posicionarse frente a los competidores, y la marca pierde algunos de sus impactos debido a ello. Aunque la marca se hace a través de herramientas visuales, cada color, garabato y logotipo debe tener algún significado detrás de ellos.

Crea un paquete de medios de comunicación que apoye tu marca, y cíñete a los mismos conceptos de diseño para todo el contenido publicado. Quiere que sus clientes sepan que están viendo el contenido de su restaurante cuando vean sus anuncios en línea, visiten su sitio web y lean sobre usted en los comunicados de prensa. Asegúrese de que cualquier persona que represente a su empresa en línea tenga acceso a su paquete de medios de comunicación y siga sus directrices de marca al crear nuevos contenidos.

Con un profundo conocimiento de su restaurante, puede crear una identidad visual convincente que dice mucho y resuena con los clientes. Si está abriendo un nuevo negocio, tómese el tiempo de establecer su posición ahora, para no tener que retroceder más tarde.

Comparta sus materiales de marca en las plataformas de medios sociales para llegar a su base de clientes y aumentar la huella de su marca.

Último consejo sobre el posicionamiento: Los restaurantes están teniendo un gran éxito al contar la historia de fondo del menú.

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Cómo posicionar y marcar su restaurante

Positioning is the strategic step of defining your restaurant’s concept and target audience while also differentiating yourself from the competition.

In the Lavu blog, we frequently suggest diverse ways of setting your restaurant apart from the competition, such as with world-class customer service, gift cards, or an intuitive restaurant point-of-sale system. These ideas have the power to boost your sales and reputation, but for long-term success, you need to know exactly what makes your restaurant tick and how it’s different.

Below, see why brand positioning is so important and how to get started.

Articulate How You’re Different from the Others

When you run a restaurant, whether it’s a craft beer brewery, ice cream store, or coffee shop, it’s important to understand why you’re different from competitors and to be able to say it succinctly.

Through the strategic act of positioning, not only do you determine exactly how you’re unique, you also define your core concept and target audience. These are the three main points to nail down to position your brand in the market:

  • Define what you do: What type of coffee do you brew? What is your concept?
  • Define who you are in business to serve: Which types of customers do you want at your restaurant? What are their desires? Why do they need your restaurant to exist?
  • Define how you are unique from the competition: This is not about how you are better, but how you are different.

To kick-start your positioning process, create a long and detailed list of questions for each section above. As an example, let’s focus on the third point. Use the following questions to analyze your competitors and where your restaurant falls in the dining spectrum. When you bring your answers together, new opportunities might reveal themselves.

  • Are they new or established businesses?
  • What’s their concept?
  • What are their price points?
  • If you’re an ice cream parlor, brewery, or winery: Do your competitors produce small batches or is the production on a larger scale?
  • Do they offer delivery or take-out services?
  • Are they using new restaurant technology or relying on traditional methods?
  • What type of food or drinks are they known for?
  • How involved are your competitors in the community?
  • Do they have a wide-reaching marketing campaign?
  • What types of customers frequent their business?
  • What times of day are they the busiest?

When combined, the answers to these questions might illuminate untapped areas of opportunity that your business can focus on. More importantly, they should illuminate what makes you different. Successful positioning includes highlighting activities, prices, concepts, and more that the competition isn’t doing or doesn’t have.

Brand Your Restaurant in a Way that Clearly Positions It

Sign Up for a Lavu POS Free Trial

The restaurant industry is thriving and becoming increasingly saturated. Craft beer breweries have picked up steam, whereas wineries have the luxury of being in an emerging market and can rely on the quality of their product to bring in crowds.

For most businesses in the bar and restaurant industry though, it’s critical to differentiate themselves in other ways. Because the competition has simply gotten to be too good, a business needs creative branding and positioning, too.

Define Your Concept and Story

Serving great food or cocktails doesn’t cut it anymore. With a plethora of excellent, high-quality establishments for customers to choose from, what makes your business special? Without a doubt, you have a compelling story to tell. Tell customers the how, why, and who of your concept to position yourselves in the market.

  • Who were the founders?
  • Who is cooking the food or brewing the beer?
  • Why is your menu special?
  • Why does your restaurant matter?
  • How do you run your business?
  • Why did you choose this particular ambiance and interior design?
  • How did you decide on pricing?

Defining the details of your operations is the first step to creating a brand that rings true with customers, and that sets you apart from the competition. With the answers, you have a collage of ideas that inform your overall business concept and is bound to be creative and different.

Grow Your Business Community

A great location is excellent for driving new business, but in 2018, so is your business community. The individuals, farms, and businesses that you choose to work with inside the community create unmatched connections. Customers like supporting businesses that are supporting the local economy, and there are limitless ways to do that. Here are some ideas:

  • Coffee shops can source baked goods from a local bakery or pastry shop. In turn, these places serve your coffee.
  • Breweries sell their bottles or cans to restaurants. It’s always smart to get your beer into a restaurant that serves to a similar audience. In this way, you solidify your identity and position yourself as a leading business for this target group. It’s also smart to connect with unlikely restaurants to get your beer in front of new audiences and grow your customer base.
  • Pizza shops can source fresh produce and cheese from local farmers.
  • Ice cream shops can source from local dairy farms, as well as supply restaurants and delicatessen shops with pints of ice cream.

To find new connections, take advantage of your geography. Every region has a special gift to show off, and there’s no better place than on your menu. For the purposes of your brand, you position your business as a supporter of the local economy. This kind of commitment reveals core values that deeply resonate with today’s consumer.

Now Use Branding Materials to Support Your Positioning

The qualities that make your restaurant unique, your target audience, and your core values are the foundations for strong branding. Business owners tend to think about their branding visuals before positioning themselves against competitors, and the branding loses some of its impact because of it. Although branding is made through visual tools, every color, scribble, and logo should have some meaning behind them.

With a deep understanding of your restaurant, you can create a compelling visual identity that speaks volumes and resonates with customers. If you are opening a new business, take the time to establish your positioning now so you don’t have to backtrack later.

Last tip on positioning: Restaurants are seeing huge success with telling the menu’s background story.

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Tu dirección de correo electrónico no será publicada. Los campos obligatorios están marcados con *

Cómo posicionar y marcar su restaurante

Positioning is the strategic step of defining your restaurant’s concept and target audience while also differentiating yourself from the competition.

In the Lavu blog, we frequently suggest diverse ways of setting your restaurant apart from the competition, such as with world-class customer service, gift cards, or an intuitive restaurant point-of-sale system. These ideas have the power to boost your sales and reputation, but for long-term success, you need to know exactly what makes your restaurant tick and how it’s different.

Below, see why brand positioning is so important and how to get started.

Articulate How You’re Different from the Others

When you run a restaurant, whether it’s a craft beer brewery, ice cream store, or coffee shop, it’s important to understand why you’re different from competitors and to be able to say it succinctly.

Through the strategic act of positioning, not only do you determine exactly how you’re unique, you also define your core concept and target audience. These are the three main points to nail down to position your brand in the market:

  • Define what you do: What type of coffee do you brew? What is your concept?
  • Define who you are in business to serve: Which types of customers do you want at your restaurant? What are their desires? Why do they need your restaurant to exist?
  • Define how you are unique from the competition: This is not about how you are better, but how you are different.

To kick-start your positioning process, create a long and detailed list of questions for each section above. As an example, let’s focus on the third point. Use the following questions to analyze your competitors and where your restaurant falls in the dining spectrum. When you bring your answers together, new opportunities might reveal themselves.

  • Are they new or established businesses?
  • What’s their concept?
  • What are their price points?
  • If you’re an ice cream parlor, brewery, or winery: Do your competitors produce small batches or is the production on a larger scale?
  • Do they offer delivery or take-out services?
  • Are they using new restaurant technology or relying on traditional methods?
  • What type of food or drinks are they known for?
  • How involved are your competitors in the community?
  • Do they have a wide-reaching marketing campaign?
  • What types of customers frequent their business?
  • What times of day are they the busiest?

When combined, the answers to these questions might illuminate untapped areas of opportunity that your business can focus on. More importantly, they should illuminate what makes you different. Successful positioning includes highlighting activities, prices, concepts, and more that the competition isn’t doing or doesn’t have.

Brand Your Restaurant in a Way that Clearly Positions It

Sign Up for a Lavu POS Free Trial

The restaurant industry is thriving and becoming increasingly saturated. Craft beer breweries have picked up steam, whereas wineries have the luxury of being in an emerging market and can rely on the quality of their product to bring in crowds.

For most businesses in the bar and restaurant industry though, it’s critical to differentiate themselves in other ways. Because the competition has simply gotten to be too good, a business needs creative branding and positioning, too.

Define Your Concept and Story

Serving great food or cocktails doesn’t cut it anymore. With a plethora of excellent, high-quality establishments for customers to choose from, what makes your business special? Without a doubt, you have a compelling story to tell. Tell customers the how, why, and who of your concept to position yourselves in the market.

  • Who were the founders?
  • Who is cooking the food or brewing the beer?
  • Why is your menu special?
  • Why does your restaurant matter?
  • How do you run your business?
  • Why did you choose this particular ambiance and interior design?
  • How did you decide on pricing?

Defining the details of your operations is the first step to creating a brand that rings true with customers, and that sets you apart from the competition. With the answers, you have a collage of ideas that inform your overall business concept and is bound to be creative and different.

Grow Your Business Community

A great location is excellent for driving new business, but in 2018, so is your business community. The individuals, farms, and businesses that you choose to work with inside the community create unmatched connections. Customers like supporting businesses that are supporting the local economy, and there are limitless ways to do that. Here are some ideas:

  • Coffee shops can source baked goods from a local bakery or pastry shop. In turn, these places serve your coffee.
  • Breweries sell their bottles or cans to restaurants. It’s always smart to get your beer into a restaurant that serves to a similar audience. In this way, you solidify your identity and position yourself as a leading business for this target group. It’s also smart to connect with unlikely restaurants to get your beer in front of new audiences and grow your customer base.
  • Pizza shops can source fresh produce and cheese from local farmers.
  • Ice cream shops can source from local dairy farms, as well as supply restaurants and delicatessen shops with pints of ice cream.

To find new connections, take advantage of your geography. Every region has a special gift to show off, and there’s no better place than on your menu. For the purposes of your brand, you position your business as a supporter of the local economy. This kind of commitment reveals core values that deeply resonate with today’s consumer.

Now Use Branding Materials to Support Your Positioning

The qualities that make your restaurant unique, your target audience, and your core values are the foundations for strong branding. Business owners tend to think about their branding visuals before positioning themselves against competitors, and the branding loses some of its impact because of it. Although branding is made through visual tools, every color, scribble, and logo should have some meaning behind them.

With a deep understanding of your restaurant, you can create a compelling visual identity that speaks volumes and resonates with customers. If you are opening a new business, take the time to establish your positioning now so you don’t have to backtrack later.

Last tip on positioning: Restaurants are seeing huge success with telling the menu’s background story.

Deja un comentario

Tu dirección de correo electrónico no será publicada. Los campos obligatorios están marcados con *