Brand consistency: what does it mean for chain restaurants?

At a glance:

• • What does brand mean in the food and hospitality business?
  • Why is brand consistency important for chain restaurants?

  The food and hospitality business was one of those many sectors severely affected by the COVID-19 pandemic. Fast forward to mid-2022, the industry is exercising the necessary normality as people are again back to eating out and enjoying niche restaurant dishes. People enjoy their freedom in culinary items and continue to revel in restaurant-themed dining – repeatedly visiting their favourite restaurants. Patrons are happy with their food, and restaurant owners are satisfied with the traffic flow.

Unfortunately, COVID restrictions also came as a reality check for many eateries across Australia as they struggled to keep the doors open and regain their old customers immediately post-COVID. As a result, those who already have a solid brand name in the market did not suffer the same setbacks as those without. A brand is a key player in this market. While people are willing to spend their money repeatedly on dishes, they like, maintaining consistency is equally important, along with establishing a brand.

When running a successful restaurant business – your place is full of patrons on any day of the week. You can manage to keep your guests happy with good food and a nice and cozy feeling atmosphere. The demand for your services is soaring and reaching new heights gradually; you know you have thrived in running a successful business. Eventually, when you see the need to expand your successful restaurant business by opening new venues, this is when you cash in your brand name rightfully earned through your existing location.

It is practically doable to venture into expanding a restaurant business by creating a chain of new venues when you have established a reliable brand for your business. Many successful restaurant chains have done the same in the past, including KFC, McDonald’s, and Subway, among others. While it becomes easy to lure customers to your new facility using your brand name, replicating the success you had from your previous location is equally sceptical and demanding. Although your brand name makes it easier to bring customers to your new facility, replicating the success you enjoyed at your previous location is equally challenging.

When you start a restaurant chain – people already have a clear picture of what they can expect from you. As a restaurant owner, you’re already aware that your customers are coming into your new outlet to enjoy your dishes and services, so it’s important to maintain the same feeling of distinction in each location’s food.

Consistency in your taste, food quality, and services motivate every common person to step into your restaurants whenever they need to eat out. Restaurants earn brand consistency through consistently good food and customer satisfaction across all their locations.

The effort and outcome of every single venue collectively uphold the brand’s reputation in the market for chain restaurants. When you have established brand consistency for your business, it means people are aware of your services, and they recognise your business simply through hoarding advertisements, marketing emails, and social media posts. And it is common human nature to be drawn to known things rather than taking risks by trying a new brand. In the business world, brand consistency is a very powerful marketing tool.