Posts tagged restaurant marketing

Building Your Brand – Is Your Restaurant or Franchise Brand Strategically Positioned?

 

Is your restaurant or franchise brand strategically positioned with its message clearly communicated? Are you sure?

You don’t have to embark on a lengthy and expensive consumer research study to find out if your restaurant or franchise brand is strategically positioned with its message clearly communicated. Just try this quick and easy exercise. You may be surprised by what you learn.

Ask each member of your management team, each member of your marketing organization, and key external strategic and creative resources to answer the following three questions:

  1. 1.    What business is your brand in? Your “frame of reference”.
  2. 2.    What is the “target market” for your brand?
  3. 3.    What are the “points of difference” for your brand? Note: List no more than three.

Analyze your results. If you observe either or both of the following, your brand positioning can most definitely be strengthened:

  • Significant inconsistency in the answers to most if not all of the above three questions.
  • “Points of difference” that are really “points of similarity” to your competition or simply “points of entry” in your business – and not pre-emptive, ownable and defendable attributes that are important to your target market.

Successfully identifying and securing a powerful brand positioning is of critical importance to every brand. It is crucial to anyone who wants to influence other people, whether you are promoting a product, a service, a cause, a candidate, an organization, an institution or even yourself and your own career. Positioning will aid in getting your desired message across to the people you want to reach and making an impression that lasts. Positioning is the way in which you want the consumer to think about your business (products and services) relative to competing brands. It is the most basic of all strategic statements, provides the blueprint for the marketing and development of the brand, and focuses the efforts of all those involved in brand activities.

Without a concise brand positioning statement with a competitive “point of difference” and complete management alignment behind this positioning, it will be difficult to communicate a clear and meaningful message about your brand. A brand must make a strong impression that lasts and translates into profitable sales and long-term growth.

What are the three critical elements of a brand positioning statement?

1 – Target Market: Composed of consumers considered to be good potential users for your product/service. Don’t think demographically. Think about what the similar set of needs and/or concerns are which motivate this group of consumers’ purchase behavior.

2 – Frame of Reference: Describes the consumer grouping of like products or services (or competing brands) with which your product or service competes.  It is easy to think about this as “what business are you in”. Make sure you consider all of the options that a consumer has available to satisfy a specific need.

3 – Point of Difference: The specific consumer benefit that you want consumers to associate most readily with your product or service. What does your brand do that no other brand does as well and that your target cares about?  Why should your target value your brand?

Don’t let a point of similarity become your point of difference. One of the critical steps in developing a powerful brand positioning is to identify your brands point of difference – – the specific consumer benefit which you want consumers to associate most readily with your product or service. So when defining your brands point of difference, don’t let a point of similarity become your point of difference. So often I see this. 

When speaking recently to industry audiences on branding and brand positioning (National Restaurant Association, International Franchise Association National Convention, Entrepreneurs’ Organization Global Leadership Conference) or to the executive teams of clients, I ask three short questions: How many of your grew up wanting to be average? Or just like everyone else? Or of good quality? Rarely do I see any hands or much of a positive response. However, many brand leaders are perfectly OK about making their brands just like this – – average and just like everyone else.

Many of the items that are an integral part of your product/service but are not preemptive, ownable and defendable become points of entry into your competitive set and are nothing more than points of similarity. Yes, they are all important to your product or service and in many cases you must deliver on these flawlessly just to be in business. But this is not what sets you apart, not a reason a customer should or will choose to use your brand over competitor brands, and most definitely this is not a reason for them to ever become a brand advocate.

A brand is not a mark. A brand leaves a mark. Believe it or not, your customers do not really care about your brands’ name, your logo, or your tag line. What they do care about is who your brand is, what it stands for, what your brand offers and why your brand is different. People want to love brands. They want to feel amazing about using your brand. So stop worrying about the name of your brand, your logo or your tag line.  Focus you attention on clearly positioning your brand and gaining complete management alignment behind that positioning. The end result will be the development of a concise positioning statement, agreed upon by your core management team.

Properly position your brand and you will be in good company. I’ve worked with hundreds of global, national, regional and local brands including many restaurants and franchises – – all using a disciplined approach to developing a clearly defined brand positioning statement. Each of these clients that focused their attention on brand positioning have reaped the benefits of their efforts.

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Warren Ellish is a senior marketing executive with over 30 years of client and consulting experience in consumer products marketing, restaurant marketing, franchise marketing, dental marketing and retail marketing. He is a renowned marketing and branding consultant, lecturer and speaker on branding and brand positioning, is President and CEO of Ellish Marketing Group and is a member of the marketing faculty at Cornell University’s Samuel Curtis Johnson Graduate School of Management. Ellish was named to the Advertising Age “Marketing 100–the superstars of US marketing”.

Mr. Ellish has a successful track record of assisting the senior leadership of highly competitive multi-unit trade area driven businesses (with a focus on restaurant and franchise brands) generate high returns on investment based on a strategic focus to drive profitable traffic and product mix.  A significant amount of his work has been with start-up, emerging and turnaround businesses.  He has launched many new brands and concepts that became successful growth businesses while also revitalizing many once formidable brands that lost their way to become strong competitors once again.  He has been responsible for developing brand positioning for hundreds of well-known international, domestic, regional and local brands.  His core practice areas include: brand positioning, restaurant marketing and franchise marketing for domestic and international clients.

Soccer Shots Selects Warren Ellish to Keynote 10th Annual Franchise Convention

_DSC4454Warren Ellish, President & CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Johnson Graduate School of Management will be the keynote speaker at the 10th annual Soccer Shots National Fracnhise Convention. The convention will be held on Saturday July 19, 2014  in Chicago at the Hyatt Regency McCormick Place.  Warren’s keynote will address “The Three Critical Steps to Positioning Your Franchise Into a World-Class Brand.”

Soccer Shots is the leader in youth soccer development for children ages 2-8. Their nationally recognized program offers a high energy, fun, age-appropriate introduction to the wonderful game of soccer. Their innovative curriculum emphasizes both soccer skills and character development. Their goal is simple: “to leave a lasting, positive impact on every child we serve”.

Warren Ellish, restaurant branding expert weights in on Wahlburgers

Stars Align at Wahlburgers

QSR Magazine

Celebrity-owned concept looks to stand on its own as a premier burger destination.

As Wahlburgers, a burger concept founded by actors Mark and Donnie Wahlberg and their brother Paul, readies its first franchise openings this year, the management team is hoping to capitalize on the publicity created by the famous owners and a popular A&E Network reality show, “Wahlburgers,” that chronicles the company’s inner workings.

But while many celebrities have been drawn to the restaurant business and their fame has been an asset in creating initial buzz, Wahlburgers’ executives are determined to avoid the celebrity trap that has doomed many quick-service brands.

“I’ve seen a lot of celebrity concepts flame out because the focus was put on celebrity and not enough on quality,” says Rich Vanzura, Wahlburgers’ CEO. “The show will drive trial; after that, it’s up to us to deliver a great experience.”

Vanzura, who was formerly COO of Panera Bread, says Wahlburgers has all of the elements to be a long-lived venture. The culinary acumen of Paul Wahlberg, who owns and manages fine-dining establishment Alma Nove across the street from Wahlburgers’ flagship site in Hingham, Massachusetts, is one key element. So is Vanzura, who wanted an opportunity to helm a business and took a chance on the upstart Wahlburgers because of its unique attributes.

Quick service chain Wahlburgers owned by celebrity Mark Wahlberg.“The combination of celebrity and Paul’s ability as a chef is what attracted me,” Vanzura says.

“People get tired of themed restaurants. We wanted a place where people would come even if there wasn’t a Wahlberg association.”

While Wahlburgers does leverage the family’s fame inside the restaurant, nods to celebrity are ultimately subdued, he says.

“We didn’t want a carnival-like atmosphere with a lot of memorabilia,” he says. “People get tired of themed restaurants. We wanted a place where people would come even if there wasn’t a Wahlberg association.”

The interior design includes iconic elements reflecting the Wahlbergs’ story: a family history posted on the back wall, a die-cut ceiling element highlighting Mark and Donnie Wahlberg’s movies, and a career highlight reel running on a TV over the bar. The menus include notes about the brothers’ favorite offerings with “language that reflects their wit,” Vanzura says.

The management team spent two years developing and refining the Wahlburgers concept. The menu features several burger, sandwich, and salad options, while distinctive menu items include alcoholic frappes; sweet potato tots; a custom blend of ground beef consisting of short rib, brisket, and chuck; “Wahl Sauce,” a topping created by Paul Wahlberg; and a macaroni side dish from a recipe created by family matriarch Alma Wahlberg.

Warren Ellish, president and CEO of Denver-based Ellish Marketing Group, says Mark and Donnie Wahlberg’s fame and regular brand exposure from the TV show are clear assets for Wahlburgers, but he cautions that they also create risks.

“Celebrity ownership could set up expectations for visitors that don’t get met,” he says. “Customers may expect to see celebrity owners in the place, but as you expand, the potential for that piece of the experience disappears quickly.”

There’s also a danger that the reality show could backfire, Ellish says. What makes for good TV viewing isn’t always good for a brand. “Drama is not necessarily good,” Ellish says. “Some episodes of ‘Undercover Boss’ have resulted in negative stories.” It does help that Donnie and Mark co-produce the show, he says, but in order to keep ratings up, they can’t shy away from conflicts and missteps that may come with launching a new brand.

Branding consultant Lori Moretti, principal with Boston-based CM Communications, which has worked with Wahlburgers in the past, believes the benefits of the show far outweigh the risks. “Authenticity plays well,” she says. “People like to know what’s going on behind the scenes.”

Wahlburgers will grow via area development agreements in which a single franchisee has exclusive rights to a regional market. Would-be franchisees need $5–$10 million of liquid net worth to be considered, Vanzura says, and must be committed to maintaining high quality and building a lasting brand.

The budding chain plans to open sites within the next 12 months in the Fenway area of Boston; at a mixed-use development with anchor Whole Foods in suburban Lynnfield, Massachusetts; and at Toronto’s SoHo Metropolitan Hotel. A deal is also in the works for Philadelphia, Vanzura says, while other markets, including Los Angeles, are in the management team’s sights.

The brand has a lot of potential for growth, Ellish says, but there are some cautionary flags that executives will have to work on as they grow.

“Their tag line, ‘Our family, our story, our burgers,’ is defining the business about themselves, not about their customers,” he says. “Also, the brand hasn’t really defined a point of differentiation in the burger segment. These are the things they have to figure out.”

BurgersWahlburgersGrowth,Fast Casual

Herschel Walker’s Restaurant to Undergo Name, Menu Change

Herschel's KitchenEllish Marketing Group (EMG) congratulates client Dover Downs Gaming & Entertainment on the brand refresh of their Herschel Walker Restaurant in Athens, GA.

OnLine Athens reports that Herschel Walker’s restaurant located at 320 E. Clayton Street in Athens, GA will ring in its first anniversary with a new menu featuring some craveable Southern family favorites and a new name.

Herschel’s Famous 34 Pub and Grill will officially become Hershel’s 34 Chicken & Ribs Kitchen and will debut a streamlined and focused menu with its February anniversary.

The restaurant will offer “generous” portions of Southern-style chicken and ribs, shareable items and “generously poured beverages,” according to a news release.Herschel Walker's Mama Chicken

The release also noted that Walker picked out new recipes with his mother to dig into his Southern roots.

“Food brings people together,” Walker, a former University of Georgia Bulldog and Heisman Trophy winner, said in a statement. “I want to bring the community of Athens together by sharing home-cooked, Southern comfort food just like I was raised on.”

Herschel’s 34 Chicken & Ribs Kitchen opens at 4:30 p.m. Monday through Thursday for dinner and at 11 a.m. Friday through Sunday for lunch and dinner service.

Ellish Marketing Group Marketing Material for Herschel's KitchenEllish Marketing Group, restaurant marketing consultants serving well respected restaurant brands world-wide,  is proud to have partnered with Dover Downs on the strategic direction for their refreshed restaurant brand.  EMG provided the brand positioning work for the Herschel’s 34 Chicken & Ribs Kitchen restaurant concept, drove the strategic direction for the new menu and developed the branding, marketing & advertising materials to support the anniversary brand refresh.

Warren Ellish to Provide Branding Expertise to Attendees of The International Franchise Association 2014 Convention

International Franchise AssociationWarren Ellish explores “the three critical steps” of brand positioning with franchise industry conference attendees on Sunday February 23rd, at the 54th Annual International Franchise Association (IFA) convention National to be held in New Orleans at the New Orleans Convention Center.  Cornell University’s Johnson School Senior Lecturer of Marketing, Warren Ellish, and President and CEO of the Ellish Marketing Group, will present a 90-minute session on brand positioning to franchise industry conference attendees.

An expert on brand positioning and branding, Ellish, has more than 30 years of relevant client and consulting experience. His his talk, “Three Steps to Positioning Your Franchise into a World-Class Brand,” will detail the importance of positioning a brand through “points of difference” and aligning all other brand aspects behind its positioning.

Warren Ellish Marketing SpeakerDuring his Mini Super Session taking place at 10AM, Ellish will explain the elements of a positioning statement—a brief description of what a business does and how it does it differently and better than its competitors. He will encourage the audience members to apply this to their own businesses and to reflect on what their unique differentiators may be.

Part of Ellish’s educational session will also include a simple test to help participants determine if their brands are strategically positioned and how they can analyze the results to strengthen their brands.


“Without a concise brand positioning statement with a competitive ‘point of difference’ and complete management alignment behind that positioning, it will be difficult to communicate a clear and meaningful message about your brand,” Ellish advises.

Illuminating key brand positioning opportunities for attendees, Ellish will draw on his own marketing experiences. Included in the session are a dozen case examples of positioning statements including franchise brands like Toppers Pizza, the new Bennigan’s, Interim Healthcare and Salsarita’s to name a few.

Check out the complete 2014 IFA Convention Brochure for all of the other activities and speakers at this years convention.

National Coney Island Grand Opens new Canton Location


NATIONAL CONEY ISLAND LOGOEllish Marketing Group (EMG) congratulates client National Coney Island (NCI) on the grand opening of their newest location in Canton, MI.

“We want to keep the brand relevant in today’s changing marketplace,” said Tom Giftos, president of NCI. “Besides the new menu, we are also featuring our new brand logo and store design. This is a complete brand refresh.”

National Coney Island new brandingEllish Marketing Group is proud to have partnered with NCI on the strategic direction for the brand refresh for this iconic Detroit restaurant brand.  EMG provided the brand positioning work for the restaurant concept, the branding design and new logo, and the menu optimization direction and consumer TURF research to identify the new focused and more limited menu.

EO of Louisiana and New Orleans Chamber Present… Warren Ellish

Reserve Your Table for EO Louisiana and the New Orleans Chamber’s Third Quarter Business Luncheon & Entrepreneur’s Expo on August 22nd!

EO Lousiana & New Orleans Chamber of Commerce

Join Entrepreneur Organization of Louisiana and the New Orleans Chamber of Commerce on August 22nd for our third quarter business luncheon series.

Our keynote speaker F. Warren Ellish is President and CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Johnson Graduate School of Management. Named “Marketing 100 – the superstars of US marketing” by Advertising Age, he will discuss The Three Critical Steps to Positioning Your Product or Service Into a World Class Brand. To read his full bio please click here. An Entrepreneur’s Expo will be held prior to the luncheon. Entrepreneurs from all sectors are encouraged to exhibit their products or services! The Expo is free and open to the public.

Thursday, August 22, 2013

9:30 am – 11:30 am: Entrepreneur’s Expo 

11:00 am: Luncheon Registration opens

12:00 noon – 1:00 pm: Program & Lunch

Hilton New Orleans Riverside

Versailles Ballroom, 3rd Floor

2 Poydras Street at The Mississippi River

New Orleans, LA 70130

 

6 Tips to Make Your Business Sizzle: Bar IQ

 

Nightclub & Bar MagazineBy: Alissa Ponchione

For owners to be successful, they first and foremost have to differentiate their business from the bars and nightclubs down the street. Warren Ellish, president and CEO of Denver-based Ellish Marketing Group, explains that once this is achieved, then an owner can propel that into sustained interest from loyal customers.

It’s the people, the staff, the products and services, and food and drinks that can set a great business apart from a mediocre one. “You need to do all of those things really well, but that just gets you in the business,” he says. One, two or three of those things need to make people remember you. “It could be the place, the people, the product or service, but they have to be at extremely good levels to begin with.”

Ellish told Bar IQ six more tips on how to make a business sizzle and stay on top.

1. Know Who You Are. To establish what kind of business you want to be, you need to give potential customers an idea of “what’s behind those four walls,” Ellish explains. “Who’s the target market for your brand? It’s not a demographic as much as it’s an emotional mindset. What do they need or want?” For those people, it’s about what makes your business different from other establishments, he says. People won’t come because of good food, drinks and affordable prices alone. “If owners don’t have an idea about what makes their place unique and different … then there’s no real reason [for a guest] to become loyal to your place,” he says.

2. Control Your Message. What can you do to really make your establishment stand out? Ellish says it starts with gaining some perspective and figuring out what you can do as a business owner that other people aren’t doing.  Once you find what makes you different, “tell people about it when they come in,” he says. “They’ll notice it and talk about it and come back.” If you properly define your brand, then people will begin to refer to your brand in that way. “What people say about the brand you can control,” he says.

3. Promotions Work. Promotions are very important, Ellish says. “It’s a means to get people in and try your place,” but also if people come in and like the promotion, they’ll know that you deliver on what you’re trying sell. “Promotions have a strong return on investment. Ellish also advises not to use discounts, because that doesn’t build repeat customers. Use incentives versus just discounting, he says.

4. Be Innovative. Ellish says it can be as simple as focusing on the ice you use with drinks. “People are using different types of ice that allows the mixology to stand out,” he says. Ice coupled with a good recipe and glassware will make a bar or club stand out. “It’s not just the beverage the glass. I can get the same cocktail or Martini or glass of wine in hundreds of places. What is it that’s making your wine, Martini or cocktail different?”

5. Think Outside The Box. Ellish says not to feel confined by traditional methods of marketing, but advises to use a combination of things. “Suburban locations do different things than urban locations.” However, the main objective is being able to communicate to guests and know what they expect. “Whether you’re using social media or flyers, it’s important to tell that story,” he says. “It’s best to tell it visually. Show people what they can expect or what it’s going to be like with a few words.”

6. Cater To Women. Ellish says one thing he always finds interesting is that bars and nightclubs market to the male audience in hopes that females will follow. “Most don’t cater to what women want. They’re focusing on the needs and wants of the male audience over the female audience.” If your bar is filled with women the men will follow.

Ellish Marketing Group completes brand positioning, menu optimization and promotional development work for Toppers Pizza, the refreshing alternative to the “other pizza guys”.

Toppers Pizza

Buffets, Inc. Names Philip Friedman And Warren Ellish To Board Of Directors With Focus On Brand Turnaround

EAGAN, Minn., Dec. 20, 2012 /PRNewswire/ – Buffets, Inc. has appointed seasoned restaurant executive Philip Friedman and highly accomplished marketing executive F. Warren Ellish to its Board of Directors, thereby completing the new seven-member board of directors formed after the company emerged from bankruptcy.  Both executives possess over 30 years of restaurant industry experience and each has held leadership positions at growth and turnaround brands in the restaurant and hospitality industries.  The appointments are effective immediately.

“These are true leaders with proven track records of success,” said Rob Webster, Chairman of the Board of Buffets, Inc.  “Both Warren and Phil have the practical knowledge of what it takes to turn around and grow a brand, and they understand the need for strong corporate governance.  We are pleased to add them to our board of directors, and are excited for the future of our organization with their support and expertise.”

Philip Friedman
Philip Friedman currently serves as Chairman and CEO of Salsarita’s Fresh Cantina, an 85-location casual Mexican restaurant chain he acquired in 2011, and as President of P. Friedman & Associates, Inc., a strategic planning and management consulting company he founded in 1986.  Friedman previously served as Chairman, Chief Executive Officer and President of McAlister’s Corporation, a quick casual concept he acquired along with a group of investors in 1999.  During his tenure, McAlister’s grew from 27 to 300 restaurants in 22 states. In 2005, Friedman led the successful sale of McAlister’s Corporation to Roark Capital Group.

Friedman was awarded Nation’s Restaurant News’ 2009 Golden Chain Award honoree for his success with McAlister’s and The International Foodservice Manufacturers’ Association’s Silver Plate award for his enduring and outstanding achievements in the Chain Restaurant Full Service category.  He was also honored by the National Restaurant Association (NRA) as a Cornerstone Humanitarianfor leading McAlister’s in outstanding community involvement.  He received an MBA from the University of Pennsylvania’s Wharton School, as well as a MA in Political Science and a BA in History from the University of Connecticut. Friedman serves on the Board of Directors for Diversified Restaurants, Boudin Bakeries & Restaurants and Silver Diner Corporation as well as on the boards of the National and Mississippi Restaurant Associations.

“Phil will help us deliver on our brand vision of offering real food and real choices, while creating real connections with our guests,” said Anthony Wedo, Buffets, Inc. Chief Executive Officer.

F. Warren Ellish
F. Warren Ellish is a senior marketing executive with extensive experience in consumer products, restaurants and retailing. Ellish has been responsible for successfully positioning hundreds of well-known brands and has a track record of delivering outsized returns in competitive industries.  In 1995, Ellish founded his own marketing consulting company, Ellish Marketing Group LLC, and for the past 17 years has been advising the senior leadership of numerous leading brands and companies from a strategic marketing perspective.  Prior to forming Ellish Marketing Group, he served as a founding partner and Vice President of Marketing for Boston Chicken, Inc. (Boston Market), where he helped create a new brand in the “home meal replacement” retail category.  Ellish also served as Vice President of Marketing and an executive committee member for Red Lobster Restaurants (Darden), Vice President of Marketing for Luzianne Blue Plate Foods, and other senior marketing positions with Burger King Corporation, Johnson & Johnson and PepsiCo.  Ellish was also named to Advertising Age’s “Marketing 100 – The Superstars of US Marketing.”

Ellish received both his BS and MBA from Cornell University, where he currently serves as a member of the marketing faculty at the SC Johnson Graduate School of Management.

“I have known Warren for 20 years and have seen his track record of repeated successes first hand,” Wedo said.  “He has helped launch start ups and driven brand turnarounds.  I know that his breadth of experience will be extremely helpful as we move this brand forward.”

Friedman and Ellish will serve alongside current 2012 Buffets, Inc. Board Members: Chairman Rob Webster, CEO Anthony Wedo, David Merritt, Todd Brown and Santino Blumetti.

About Buffets, Inc.
Buffets, Inc., the nation’s largest steak-buffet restaurant company, currently operates 347 restaurants in 35 states, comprised of 337 steak-buffet restaurants and 10 Tahoe Joe’s Famous Steakhouse restaurants.  The restaurants are principally operated under the Old Country Buffet®, HomeTown® Buffet, Ryan’s® and Fire® Mountain brands.  Buffets employs approximately 18,000 team members and serves approximately 100 million customers annually.  For more information about Buffets, Inc., visit online at www.Buffet.com.

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