3 Lessons Restaurants Can Learn from These Business Branding Masterminds

In May of this year, Forbes Magazine came out with their annual List of the World’s Most Powerful Brands. These are the companies we recognize more than any others.

The organizations that have seared their identity so deep into our psyche, there’s no question whether or not we’ll think of them when the time comes to purchase something they offer.

Just looking at the top names on this list, there are no real surprises. They’re the biggest names in the world. But if we look beyond the names, and spend a little time thinking about how they’ve developed their brand over the years, we can pull out some great lessons that smaller and lesser known businesses can apply to improve their own brand.

1. McDonald’s

The granddaddy of the fast food franchise, McDonald’s Restaurants have been around for over 60 years now. And through all that time, their formula for success has actually changed very little.

“We provide food that customers love, day after day after day. People just want more of it.” – Ray Kroc, founder of McDonald’s.

For restaurants, that’s really what it’s all about, isn’t it?

But that’s not all McDonald’s has done right. Another thing they haven’t changed in 60 years is their ubiquitous Golden Arches sign. It’s a Pavlovian response for many people at this point: the McDonald’s sign makes you hungry. And how many billions of burgers have they sold as a result? (Hint: they stopped keeping track back in the early 2000’s.)

So, does your restaurant have a recognizable, highly visible brand that actually makes people hungry? If not, that’s a big goal for 2016! You can get some great ideas from the free report available at the bottom of this article. (Or you can download it right now!)

2. IBM

Big Blue isn’t exactly the most exciting brand out there. But, valued at $160.2 billion, they must be doing something right. So what is it?

"Every time we've moved ahead in IBM, it was because someone was willing to take a chance, put his head on the block, and try something new.” – Thomas J. Watson, founder of IBM.

IBM has a varied history of product and service combinations that staggers the imagination. From office supplies to PCs to global infrastructure and IT consulting. It’s one of the most diversified technology companies in existence, and its reach is truly global, with employees in over 160 different countries.

When it comes to branding, each time an aspect of the business was found to be limited, it was ruthlessly done away with in favor of more promising options. Most notably, IBM used to be well known for making and selling personal computers. But they sold that portion of their business way back in 2000 and have generated far more revenue supporting the PC consumers, developers, and infrastructure since then.

While your local restaurant might not diversify quite so broadly, what can you learn about flexibility, a willingness to continually improve, and providing what your customers want?

Maybe it’s updating the menu. Maybe, it’s the décor, or the branded paper products that grace your to-go orders. Whatever it is, are you willing to try something new?

3. Coca-Cola

The most interesting thing about Coke’s incredible brand recognition is that it’s just soda. At it's core, it’s high fructose corn syrup, carbonated water, and food coloring.

But with the power of their brand, they have transformed those three simple ingredients into a lifestyle choice, a symbol of status, a clear good-vs-evil victory over Pepsi, and a globally accepted synonym for friendship and happiness.

"Coca-Cola is the only business in the world where no matter which country or town or village you are in, if someone asks what do you do, and you say you work for Coca-Cola, you never have to answer the question, 'What is that?'” – Muhtar Kent, CEO of Coca-Cola.

Now that’s impressive. So what about your restaurant? Are your customers enjoying more than just a meal? Is it a fun, memorable, engaging experience?

As Coke proves, it doesn’t take complexity or highly ingenious culinary art to provide a satisfying and desirable experience. But it does require you to view what you’re offering: food, relaxation, time with friends and family, as a larger-than-life opportunity. Maybe its in the way your servers interact with the customers. Or the just-so placement of the custom-branded kraft paper table topper.

McDonald’s, IBM and Coca-Cola are some of the top brands in the world leading the way and setting examples for businesses on what truly works. What other restaurant branding lessons can be learned from those heavy hitters? For more great restaurant branding ideas, contact our paper converting team today.