Jason LeVecke, a respected presence in the Arizona community, guides BIIC Solutions and provides a host of business planning solutions. Among Jason LeVecke’s areas of knowledge are infrastructure, franchising, and brand marketing. He has particular experience in the restaurant management and marketing spheres.
Many owners of restaurants, from family eateries to franchise units, are not marketing professionals but rather place their attention on the food and ambiance. In part this reflects the fact that word-of-mouth plays a major role in bringing first-time customers into food establishments. This does not mean that marketing is not essential; it simply places efforts within a highly localized environment, which can actually be helpful to restaurant owners seeking to define the brand of their establishment in a way that differentiates it from others.
One way of defining the core brand elements to promote involves identifying the unique selling point that makes the establishment stand out. This could be authenticity, a special recipe, healthiness, or delivery options and convenience. Maybe the restaurant is perfect for families or is one that is at an ideal location for seniors to gather. These unique elements can be featured in signage, menus, advertisements, and even the artwork and color schemes used within the restaurant.
