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Marketing Multi-brand Concepts in the Restaurant Biz Ain't Easy

Marketing multi-concept restaurant brands

Marketing multi-brand concepts in the restaurant biz? It's like being asked to DJ at a party with a diverse group of people – you've got to hit the right notes for each crowd.

I recently had a great podcast experience with Jeremy Theisen, the Chief Growth & Development Officer of Craveworthy Brands. We touched on some great topics for marketers, including: 

  • Fast Casual Dining on the Rise: This isn't your typical fast food. It's all about quick, quality meals with a twist of personalization. Health-conscious and craving variety, people are turning to these spots for a better kind of quick bite. It’s fast food meets quality casual dining.
  • Millennials Driving the Trend: Millennials, the heavy hitters in today’s workforce, are reshaping the fast-casual scene. They're all about exploring different flavors and cuisines. Multi-brand restaurants have caught on, offering a mix of options from gourmet tacos to artisanal burgers, all while catering to the 'gram-worthy experience.
  • The Loyalty Challenge: Loyalty isn’t a given in fast-casual. Unlike the die-hard fans of traditional fast food, fast-casual diners love to mix it up and try new spots. This means operators need to continuously innovate and keep things fresh to attract and retain customers. 

I invite you to check out the podcast here: Unlocking Success: Mastering Multi-Brand Concepts in a Changing Consumer Landscape.

Craveworthy is marketing ten different brands -- some are traditional, some are emerging, some are virtual. I was thinking about how complicated this must be if the company doesn't have a common platform for which to tell each brand's story and manage it appropriately. 
So, in the spirit of our podcast, I wanted to share some ideas Popcorn GTM has for restaurants challenged with marketing multiple concepts.  Here's the low-down:
  1. Understand Each Brand's DNA: Each brand under your umbrella has its own story, values, and customer base. It's vital to understand these deeply. It's not just about selling food; it's about selling an experience, a story. Imagine your brands as characters in a novel – each with distinct personalities.

  2. Segment Your Audience: Different strokes for different folks. You've got Brand A that appeals to the health-conscious millennials and Brand B that's a hit with families looking for comfort food. Segmenting your audience allows for targeted marketing strategies, ensuring each brand resonates with its intended crowd.

  3. Cohesive Yet Distinct Brand Messaging: It's a balancing act. Your brands should complement each other without losing their unique identity. Think of it like a music festival with different stages – each stage offers a different vibe, but together, they create a cool event that is bigger than the sum of the bands.AMPLIFY

  4. Leverage Cross-Promotional Opportunities: There's power in unity. Use the strengths of one brand to bolster another. Maybe customers of your high-end seafood brand might be interested in your organic wine brand. Offer bundled deals or loyalty programs across brands to encourage cross-consumption - get creative.

  5. Centralized Operational Efficiency: Behind the scenes, streamlining operations can reduce costs and improve efficiency. Shared resources like supply chain management, staffing, and tech systems can work wonders. Think of it as a backstage crew ensuring every performer shines.

  6. Dynamic Pricing Works: Look for a revenue management partner to work with like JUICER, that allows for detailed segmentation analysis, enabling you to tailor pricing strategies for different brand menu items, delivery channel categories, and regions effectively.

  7. Data-Driven Insights: Knowledge is power. Use data analytics to understand customer preferences, spending habits, and feedback across your brands. This intel helps in fine-tuning your strategies and staying ahead of the curve.ATTRACT

  8. Adaptive Marketing Strategies: One size doesn't fit all. Tailor your marketing efforts to suit the ethos of each brand. Social media for the trendy cafe, traditional media for the family diner – customize your approach. Gamification is a must today for loyalty, so consider partnering with companies like Devour to bring your brand into new digital realms, like video games, VR, and esports.

  9. Consistent Quality Control: Quality is king. Ensure consistent quality across all brands to build trust and loyalty. A happy customer of one brand is a potential customer for another.

  10. Empower Your Teams: Your staff are the ambassadors of your brand. Train them to understand the unique selling points of each brand, enabling them to deliver authentic experiences to your customers.

  11. Stay Agile and Open to Feedback: The market's always evolving. Be ready to pivot strategies based on customer feedback like Ovation. Keep your ears to the ground and be willing to experiment.

Remember, it's about creating a song where each brand plays its part in harmony. Get this right, and you'll have legions of satisfied customers and a booming business! 🍿🎸