Good brand values will bring in the customers

10 November 2011 by
Good brand values will bring in the customers

As the "squeezed middle" continues to feel under financial pressure, hospitality businesses have to work ever harder to differentiate their operation.

This week the Institute for Fiscal Studies found that falling incomes had led to the biggest drop for middle-income families since the 1970s, so attracting the attention and trust of those that can still afford to eat out is more important than ever.

Fine dining may be bucking the trend with spend up in the first half of 2011, but this is not representative of the restaurant trade as a whole.

Elsewhere operators must appeal to a health- and budget-conscious consumer with plenty of choice. This means having a brand image that promotes a positive impression and really spells out what you stand for.

Whether you operate one or multiple sites, it's vital to embrace the idea of a co-ordinated approach to every aspect of the business. In this week's issue we examine how simple branding can make a real statement about your business and reveal the do's and don'ts of branding. Meanwhile, we look at five brand success stories - along with those that struggled to survive the test of time.

Good food and good service clearly count, but in this branded world if you can't stand out from the crowd the public will pass you by.

By James Stagg

E-mail your comments to James Stagg here.

Tabletalk
Tabletalk
If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.catererandhotelkeeper.com/tabletalk

Catererandhotelkeeper.com jobs

Looking for a new job? Find your next job here with Catererandhotelkeeper.com jobs

Blogs on Catererandhotelkeeper.com ](http://www.catererandhotelkeeper.com/blogs) Catch up with more news and gossip on all Caterer's blogs
[E-newsletters](http://www.catererandhotelkeeper.com/email-newsletters.htm)[ For the latest hospitality news, sign up for our E-newsletters
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking