Menu Design: The Brand Story
There is a saying famous among copywriters – “Tell me quick and tell me true, not how this thing came to be, but what the darn thing does for me”. What that means is that customers want to know the story of your brand, but they want the story to be one they can relate to and is unique. Humans think, relate and communicate best when in the form of story. It is universal and common among all civilizations and cultures. We love a great story. The menu is a wonderful place to tell your abbreviated story. We can all agree that word of mouth is the best kind of marketing, but surprisingly few foodservice companies take proactive steps to help shape and stimulate word of mouth. Of course, great execution within the four walls of a restaurant is one of the best ways to get buzz circulating, but in today’s competitive world it takes a little more amplification for buzz about your restaurants to reach a tipping point and go viral. If your brand hasn’t quite hit that tipping point yet, the brand story may need some refinement. If, however, you do have a compelling brand story be sure to put it on your menu so every customer you serve has the opportunity to help you spread that compelling story about your company around to all of their family and friends.
Also see Brand Story.
