What makes one restaurant stand out from another? For many, it is that one unique characteristic or incredible experience that brings them back to the same location time and time again. Restaurant positioning is the process of creating that memorable feeling. Specifically, it's a strategy that can help your restaurant better compete by standing out.
What Is a Positioning Statement for a Restaurant?
How you position your restaurant leads your marketing efforts, builds your reputation, and solidifies your customers' experiences. A positioning statement can help clarify this for your location. With the help of restaurant consulting services, you can create an authentic, on-target positioning statement that clearly defines your business objectives.
A positioning statement is a short and to-the-point declaration that outlines how the business wants to be perceived. It applies specific target market aspects to it, allowing your business to position itself as the ideal choice for those within that target market. All industries benefit from having a well-defined positioning statement, but for restaurants and a smaller marketing budget, it's a core component of your strategy.
How to Create Restaurant Positioning Statements
You may know what you want people to think about your restaurant, but how can you communicate that message? There are four key components to focus on to build your own positioning statement:
Clarify and detail your story. Focus on the why and how.
Communicate your philosophy. What makes you different could be your beliefs in the work you do or how you work.
Consider your target customer. What do they desire and even expect from the locations they visit?
Consider your competitors and how to stand out from them
Restaurant positioning enables you to make a statement, but you'll need to create something that's authentic. Consumers know what marketing is, and they want to patronize organizations they can get behind and feel good about visiting on a regular basis.
Does your company want to be known for providing community-supported initiatives?
Do you source all of your food locally?
Do you want your customers to see you as a high-end, sophisticated location?
Are you showcasing the unique skills of a chef?
Are you focused on supporting the LGBTQ community in your area?
Components of Successful Restaurant Positioning
Once you have a positioning statement, consider what you can do to communicate that with others. With the brand positioning in mind, focus on how it impacts these key areas:
Brand identity: A consulting service can help you build your brand, which is a core component of your restaurant positioning. A brand is more than a logo. It is a feeling, experience, and statement.
Customer service: Modify your customer service programs and solutions to ensure you are delivering on that promise and statement.
Menu design: Even your menus should communicate your messaging and exclude the positioning you want your company to have
Staff: There is no more outward component to your brand positioning than your staff, who are the face of your company
Your concept: Choose a concept that builds out your positioning but also one that defines your piece from others
As you consider all of these areas, bring them all together with one single cohesive statement. Through market research and careful consideration of what you value most in this business, it's possible to create an authentic and robust restaurant position that enables others to clearly recognize your business and build a relationship with your service.
Let Our Team Help You
At Prix Fixe Accounting, our business consulting services are a core component in your restaurant positioning. Let us help you become a proven, modern organization that fills your role in the community.