How do you align your menus with your brand identity and marketing strategy?

Your menu is more than a list of dishes and prices. It's a powerful tool to communicate your brand identity, attract your target customers, and differentiate yourself from the competition. But how do you align your menu with your brand identity and marketing strategy? Here are some tips to help you plan, design, and execute a menu that reflects your vision and values.

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1 Know your brand

Before you create your menu, you need to have a clear idea of what your brand stands for, who your ideal customers are, and what value proposition you offer. Your brand identity should guide your menu choices, from the type of cuisine, to the ingredients, to the presentation. For example, if your brand is about sustainability and health, you might want to feature organic, local, and seasonal produce, and avoid processed or artificial foods. If your brand is about innovation and creativity, you might want to experiment with fusion, molecular, or ethnic dishes, and use eye-catching or interactive elements.

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Matthew Bacani

Executive Chef - Blanco Cocina + Cantina
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Conceptual understanding of what your company stands for & markets towards is prevalent to Small Size Businesses to Large Corporate Concepts. It will also varie from outlet to outlet contingent if your company is an umbrella to multiple concepts. Whether you are an Executive Chef for a specific outlet or a Culinary Director for a multi-outlet. The first step always is understanding your restaurants Brand. In a scenario in which you are employed to be a creative for an existing concept To get started - Align Yourself With Your Employers Brand & Concept Cuisine - Analyze Current & Previous Menus Within The Last Business Year - Pull PMIX Data to Identify best revenue generators & group what’s best performing to leverage what you create

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2 Know your market

You also need to consider your market situation, such as your location, your competitors, your customer preferences, and your pricing strategy. Your menu should fit your market niche, and appeal to your target segments. For example, if you are located in a busy urban area, you might want to offer fast, convenient, and affordable options, such as sandwiches, salads, or wraps. If you are located in a tourist destination, you might want to offer local specialties, or cater to different dietary needs, such as gluten-free, vegan, or halal. You should also research what your competitors are offering, and find ways to stand out or fill a gap in the market.

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Matthew Bacani

Executive Chef - Blanco Cocina + Cantina
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(In a scenario in which you are a creative employed to an existing business) Once you are in alignment with your concept & brands ethos Here is the best way to analyze and know your market for your outlet or outlets. - Run Pmix Data on your current menu to identify best revenue generators & poor performers - Identify the cadence of menu changes & roll-outs which can varie concept to concept. If the cadence is quarterly seasonal; Analyze prior year pmix a season ahead before you start the R&D process. I.E: Its summer, you can analyze prior year Fall before you start R&D for YTD Fall.

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3 Design your menu

Once you have decided on your menu items, you need to design your menu layout, format, and style. Your menu design should match your brand identity, and enhance your marketing strategy. For example, if your brand is about elegance and sophistication, you might want to use a simple, classic, and minimalist design, with a high-quality paper and font. If your brand is about fun and excitement, you might want to use a colorful, vibrant, and playful design, with images, icons, or graphics. You should also use menu engineering techniques, such as highlighting, grouping, or describing your dishes, to influence your customers' decisions and increase your profitability.

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4 Test your menu

Before you launch your menu, you should test it with your staff, customers, and experts. You should solicit feedback on various aspects of your menu, such as the taste, quality, portion size, presentation, price, and variety of your dishes. You should also monitor the sales, costs, and profitability of your menu items, and identify the best-sellers, the low-performers, and the hidden gems. You should use data and insights to refine your menu, and make adjustments as needed. You should also keep your menu updated and relevant, by adding new dishes, removing old ones, or changing prices according to the season, demand, or trends.

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5 Promote your menu

Finally, you should promote your menu to your existing and potential customers, and showcase your brand identity and value proposition. You should use various channels and methods to market your menu, such as your website, social media, email newsletters, online reviews, or word-of-mouth. You should also create incentives and offers to entice your customers to try your menu, such as discounts, coupons, loyalty programs, or special events. You should also measure the effectiveness of your marketing efforts, and track the results and feedback of your customers.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you align your menus with your brand identity and marketing strategy?

1

2

3

4

5

6

1 Know your brand

2 Know your market

3 Design your menu

4 Test your menu

5 Promote your menu

6 Here’s what else to consider

Culinary Management

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How do you align your menus with your brand identity and marketing strategy?

1

2

3

4

5

6

1 Know your brand

2 Know your market

3 Design your menu

4 Test your menu

5 Promote your menu

6 Here’s what else to consider

Culinary Management

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Thanks for your feedback

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