INTRODUCTION
Your brand represents your promise to your customers. In the restaurant industry, branding tells your customers what they can expect in terms of cuisine, atmosphere, pricing, etc., when eating at your establishment.
However, sometimes your brand needs a facelift. This could be for reasons such as a reputation hit, not being able to attract top talent and/or it finally being time to update your look. Restaurant News reported that “rebranding can provide an immediate about-face for any operation experiencing declining sales and waning popularity.”
Here is the ultimate checklist guide to managing all the action items necessary when rebranding your restaurant.
SOCIAL MEDIA CHECKLIST
- If changing the name of the restaurant, make sure your desired handle is available in all social media platforms.
- Write a new “about” section for each platform, keeping in mind character limit (e.g. 155 for Facebook and 150 for Instagram).
- Pin the news about the rebrand to the top of your social media accounts. For example, on Twitter, click on the tweet you want to pin, hit the “more” symbol in the upper-right corner of the tweet. Click “Pin to your profile page.”
- Use the “Stories” feature on platforms like Instagram and Facebook to give followers a sneak peek of physical renovations or the look of the new menu.
- To expand your visibility, consider using influencer marketing. For example, build relationships with people who have achieved a large following on social media.
- Keep accounts updated with fresh content, posting 60% rebranding-related content and 40% regular content.
- Monitor and respond (within 24 hours) to all reviews (good and bad) and create a template or guideline of how to respond.
- Once the brand is launched, engage in conversations with followers on a frequent basis with posts such as before/after photos to help customers connect the old and new brands more easily.
PUBLIC RELATIONS CHECKLIST
- Due to long lead times, send the press release of your grand reopening to the media at least one month in advance.
- Create 2-3 talking points and use them in your media training with your designated restaurant spokesperson–typically the restaurant owner or manager.
- Contact the food reporters from local, regional and industry-related publications.
- Create a fact sheet for reporters that includes information such as costs, timeline, name of the interior designer, etc.
- Use tools such as Google Alerts to track any mentions of your restaurant.
ADVERTISING & MARKETING CHECKLIST
- Build or update your new website built prior to sending out any press releases. If required, set up a redirect from your old website to the new restaurant’s website.
- For traditional advertising such as TV or radio, contact ad reps to start reserving media time at least 6-8 weeks in advance.
- To increase credibility and boost SEO, ask customers to leave reviews on websites like Google My Business, Yelp, Facebook and TripAdvisor. Note, sites like Google My Business won’t remove your old reviews if you simply make minor changes to your restaurant name or the business name changes.
- Host a pre-grand re-opening party with influencers, foodies, media and surrounding businesses before you host one for the public.
- Use pay-per-click (Google Ads) or display ads to retain traffic and capture new users; use “grand opening,” “new” and other rebranding language in the copy.
- Send e-newsletters to past customers to promote the rebranded restaurant; include a special offer to increase the open rate.
- Update your listings in local dining guides.