Menu Strategy: Supplier Logos and Sponsorships
Menu Strategy Supplier Sponsorships and Logos
[Menu Strategy Supplier Sponsorships and Logos]
There are sponsorship dollars available to restaurants that allow the branding of a supplier to make its way on to your menu. “Product Placement” is hot again in Hollywood and on TV again and has long been common in the restaurant industry. The way this works is a supplier either pays you a fee to “sponsor” content on your menu, or in some cases the suppliers product is so well-branded and liked that a restaurant asks to use it just to reinforce a quality message to their consumers. For instance, Jose Cuervo may be willing to pick up the tab to run a new drinks menu if their product will be heavily/prominently featured. Or, another example could be the use of the Oreo or Godiva logo and messaging at a Cold Stone Creamery to leverage some of the suppliers brand equity. In some cases, this can be a good way to reinforce quality and credibility; but it must be done tactfully. In the case of this sample menu, we incorporated the logos of premium beers to pair them with signature pizzas as a means of increasing check average and positioning the restaurant as a higher end Cerveceria.
