The restaurant industry faces challenges every day. One of them is staying relevant and ensuring they gain new customers while retaining existing ones. There are also times when a change may be necessary for one reason or another.

The real question to ask yourself is “when is restaurant branding necessary”? This guide will cover all the tips and details that answer this burning question. Branding your business is not just making changes to your logo or the sign you have outside.

It’s more about the entire customer experience for your establishment. Rebranding is nothing that should be taken seriously. And if anything, there should be necessary planning and steps that need to be done.

It’s not something that should be done in a “wing it” sort of way. The following are tips that you’ll need to consider if you are seriously considering a restaurant rebranding. Let’s get started with key details you need to know right now.

Keep an eye on the market trends and customer preferences

As a restaurant owner, keeping an eye on the market trends and what your customers prefer is key. It’s never a good idea to take your finger off the pulse – even for a brief moment. When it comes to the market trends, nothing will always be forever.

Meaning there will be a change in trends and what the customers prefer. What could be the “in” thing today, could go out of style tomorrow. For example, diners are more conscious in regards to their health – and their tastes evolve in the process.

If your restaurant’s current menu and them are not aligned with those demands, that’s a sure sign that a rebrand should be taken into consideration. Today, you may be serving burgers, fries, and shakes (for example). However, a few years down the road, you may be considering the idea of offering healthier options (even such options that are preferred by vegans).

Are your sales and profit margins declining?

The numbers will always tell you a story about how things are going in your restaurant. A small decline may be one thing due to several factors like the changing of the seasons. However, if these numbers are continuing to drop, then you know something is seriously wrong.

If you are struggling to fill the tables and meet the revenue targets, this is where restaurant rebranding will have to be considered. At that point, you’ll need to take things into consideration such as revamping the menu, changing the overall ambience, altering your pricing strategy, and other factors.

As these changes are made, you may see your sales and profits swing upward. If you offer dishes at higher prices and you’re noticing a trend of empty tables, it’s time to offer an affordable dining experience that will bring in a wider variety of customers.

Issues with your brand image and reputation?

This is an issue that gets overlooked quite a bit. So it would make sense to pay close attention to the brand image and the reputation you put out to the public. It starts by checking out the reviews left by customers online – particularly on Google, Yelp, and similar websites.

You want to pay attention to what people are saying about every key detail such as the food quality, the overall customer service experience, and more. The answers you seek from your customers can be found without asking a single question – and it’s these reviews that are a good resource.

If you notice any negative trends such as poor customer service, safety concerns, or any other negative reviews, these need to be addressed accordingly. Failure to do so will damage your brand and overall reputation.

If it’s severely damaged, a restaurant rebranding could be the best solution yet. This will not only address the root causes of the issues you face, but it ensures that you will make even greater improvements. At that point, you’ll also need to consider the idea of changing up your personnel – even to the point of a complete overhaul.

This may include training your current staff on new approaches and procedures. It also might mean making changes in management and also improving sanitation procedures among others. The aim here is to make sure you have positive customer experiences from here on out.

Expanding or Finding A New Market? It Depends

One of the key reasons to rebrand may be expanding or finding a new market altogether. As such, a rebranding will help facilitate a new transition. If you are expanding, you might consider opening additional branches in other towns or regions.

You may need to adapt your brand to fit the demographics and preferences that are a good fit. If you are targeting a new market, you’ll want to rebrand to highlight the new options that are fitting for them. For example, if you want to tap into the vegan or vegetarian market, you want to place emphasis on your plant-based options and environmentally friendly practices.

Again, your market can make this rebranding and reflagging aspect of your restaurant successful. If they respond positively, that’s when you know you’re on the right track. If not, that’s when you need to make the necessary adjustments.

This is one more reason why you need to stay on the lookout with the market trends and preferences. They will change over a period of time – and it’s a constant thing.

Final Thoughts

A restaurant rebranding is no easy task. It takes proper planning and execution. No steps should be skipped and no corners should be cut. It’s also a process that should not be rushed.

If you follow these suggestions above, you’ll be able to ensure a successful rebranding of your restaurant. However, you need to make sure now is the time to do it or not. Don’t rebrand your restaurant if everything is going well – otherwise, you may throw off your existing customers and the whole thing will backfire.

We hope this guide has been helpful in keeping your restaurant successful after a rebranding.