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8. Connect to the can adequately describe what and how they do to stand out from

emotional side of people. the market. Great restaurant brands connect at the emotional level
of why.

Behavioral scientist will tell you that it’s in our genetic makeup to Let’s take the example of your typical Mexican restaurant. Their
be social creatures. We can’t help it. Great brands understand that brand statement might read like, “We make tacos and burritos
and take advantage of what was mentioned earlier as “the human following traditional family recipes. We use great ingredients, made
element.” Take a look at commercials fresh daily.” Not bad, right?
for cologne or perfume. There’s no
way by watching a TV commercial “Most restaurants can Here’s how Chipotle does it. “We
that you know what that product is adequately describe what believe that food should not only
going to smell like. They flash images and how they do to stand be fresh, it should not contain
of beautiful people, doing beautiful hormones, antibiotics or GMO’s.
things, in beautiful locations. out from the market. Great We believe your food should be
Those images stir up emotions and restaurant brands connect at prepared in front of you so you can
marketers around the world will all the emotional level of why.” see our commitment to using fresh,
agree that people buy for emotional local and sustainable products. We
reasons. also make a damn great burrito.”
When you explain the why behind what drives your restaurant, you’ll
Restaurant brands can play into a wide range of human emotions stand out so far in the market that others will be playing catchup.
like romance. A small intimate restaurant could say something
like this on social media, “Our restaurant was voted number one 10. Stand out from the
most romantic views of the city. Rekindle that spark with dinner
crowd.
reservations tonight at Chez Paris.”

Humor is another great emotion that restaurants can tap into. How
about a pizza restaurant that puts a social media post up saying, If you have followed closely to the previous nine commandments,
“You had me at mozzarella” or at staff wearing t-shirts that say, then this one is just icing on the cake. Have a great story that
“Legalize Marinara.” People connect with brands that don’t take explains your why. Connect with the emotional side of people and
themselves too seriously. To paraphrase a famous Marilyn Monroe deliver value. In your brand promise, be consistent and customer
quote, “If you can make someone laugh, you can make them do focused. When times get tough you need to believe in your brand.
anything.” If you follow these Branding Commandments, you’ll find that your
restaurant definitely stands out from the crowd.
9. Explain your “why.”

WRITTEN BY: DONALD BURNS
Simon Sinek has an amazing book entitled, “Start With Why.” He
discusses the concept that most brands focus on telling you what www.donaldburns.net
they do and how they do it. Sinek goes on to explain that great The Restaurant Coach™
brands explain why they do it. Marketers love to throw out the 
words brand differential or unique selling proposition. Most restaurants

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