Insights
Dining & Designing II: Branding for Better
Arshdeep Singh
Dining & Designing II: Branding for Better
Arshdeep Singh
Dining & Designing II: Branding for Better
Arshdeep Singh
Restaurants and cafes are about the food and beverages, period.
Restaurants and cafes are about the food and beverages, period.
You don’t really care about much else when the food at your chosen eatery is great, or so you think! Although there are few examples of brands that connect with their customers beyond their transactional nature of dining and here’s your bill, it would do some good to know that brand-building in the F&B industry entails so much more.
To remain a viable business in the era of sky-high rentals and rapidly changing trends, we must connect with our users on a singular very important issue – one that allows them to evangelize our brand. We have to back up our brand’s spokespeople by constantly delivering and innovating on that one promise that we make.
You don’t really care about much else when the food at your chosen eatery is great, or so you think! Although there are few examples of brands that connect with their customers beyond their transactional nature of dining and here’s your bill, it would do some good to know that brand-building in the F&B industry entails so much more.
To remain a viable business in the era of sky-high rentals and rapidly changing trends, we must connect with our users on a singular very important issue – one that allows them to evangelize our brand. We have to back up our brand’s spokespeople by constantly delivering and innovating on that one promise that we make.
Let’s take the example of Blue Tokai Coffee Roasters, who have persistently been unequivocal on their promise to offer Single Estate Arabica from Indian farms. They engage you while serving as well as teaching you how to brew these coffees. They send out regular emailers when they launch new blends or introduce new farms. Their social media, among other things, constantly creates a product aspiration and addresses various brewing methods – allowing those who care to form their base of loyal followers. These followers in turn become their purveyors of the one strong issue to connect on. Today, as they grow to multiple cities, they don’t waver when it comes to delivering on their one brand promise – freshly roasted single estate Arabica beans which make for excellent coffee.
We must develop a relationship with our audiences that could build truly valuable businesses, regardless of whether it’s a coffee shop, ramen bar or nightclub.
Let’s take the example of Blue Tokai Coffee Roasters, who have persistently been unequivocal on their promise to offer Single Estate Arabica from Indian farms. They engage you while serving as well as teaching you how to brew these coffees. They send out regular emailers when they launch new blends or introduce new farms. Their social media, among other things, constantly creates a product aspiration and addresses various brewing methods – allowing those who care to form their base of loyal followers. These followers in turn become their purveyors of the one strong issue to connect on. Today, as they grow to multiple cities, they don’t waver when it comes to delivering on their one brand promise – freshly roasted single estate Arabica beans which make for excellent coffee.
We must develop a relationship with our audiences that could build truly valuable businesses, regardless of whether it’s a coffee shop, ramen bar or nightclub.
Blue Tokai: The strength of staying true
Blue Tokai: The strength of staying true
