Menu Design: Communicating Your Brand Positioning

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In marketing, you don’t merely want to be considered the best of the best, you want to be considered the only one who does what you do.

Menu Design Brand Positioning
Menu Design Brand Positioning

Menu Design: Communicating Your Brand Positioning

As Winston Churchill famously said, “Once you have a point to make, don’t try to be subtle or cleaver; hit the point once, twice and then a third time with a tremendous whack.”

Applied to brand positioning, this means that once you have zeroed in on what makes you “different” as opposed to “better,” the next job is to reinforce that message at every touch-point possible. Applied more specifically to menu design, this means communicating what makes your restaurant different in a way that also expresses the personality and promise of the restaurant. The approaches therefore are dramatically different and entirely unique to each and every individual restaurant brand.

El Bulli

In the case of one high-end restaurant client (the most expensive restaurant opening in Florida history), the message was about engaging all of the senses and showcasing El Bulli inspired Alta Cocina in an environment that is decadent modern luxury and sophistication.

Communicating the Brand Positioning

To communicate the positioning, we were commissioned to create heat sensitive menus and press kits that, under the warmth of touch would reveal hidden messages and art. In addition to the sense of touch, the sense of smell and sound were also engaged with a sound chip embedded in each unit and an aromatic fabric. The intent was to create a sense of discovery, engage the senses, and invite the customer to more carefully observe their environment and experience.

Intent and Budget

Now the budget for this project was well above average for sure, but the intent is the same regardless of budget – to use the menus as yet another opportunity to communicate your point of difference and to impress upon your customers that you pay attention to the little details. The “wow” is found in the little details. More often than not, the best impressions are made not by spending big budgets but by thinking creatively and offering something unique that renders a very brand-relevant and customer-oriented experience to your guests. For more on: Brand Positioning

Restaurant Consultant

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