BRAND EXPERIENCE AND DELIVERING “THE BIG 3″
We all learn in school that the shortest distance between two points is a straight line. So when it comes to sharing our brand culture why does the path seem so unclear? We know what our brand’s message is, right? Our brand story? The reason we are here, our values, our points of difference, all those things that makes us the best? The problem is we may not know what our brand story is, and even if we do our stores may not be up to the task of telling it.
Red Robin; a casual dining chain operating 423 restaurants in the US and Canada posted a whopping 14.3% revenue increase in 2008 totaling sales of $855M (Chain Leader RBI). The image above is an example of Red Robin’s effort to bring it’s message to it’s customers. The message is straight forward, bold and colorful. You know what they’re trying to say and the way they present it makes you actually want to listen!

Papa Murphy’s Intl. announced that it finished 2008 with $585M total U.S. sales, a 17% increase from 2007. Strong results! Papa Murphy’s has taken a lighter approach weaving their brand statements and key messaging through the subtle fabric of their in-store environment and architecture. The effect is upscale and hits key customer touch-points giving the impression of an excellent product at a value price.

SO WHY DO THEY THRIVE WHILE OTHERS STRUGGLE?
These concepts and many others have taken the time to build and understand their brands. They have crafted a message, wrapped it in a value-proposition and delivered it as an experience through service, product and engaging store design. THE BIG 3

What do their stores say to the customer that yours does not?
The answers are an exercise in “back to basics” for some, and “the outer limits” for others. So before you pick up the phone and call your architect trying to find your own BIG 3, remember the problem is this; your brand and your store are not talking to each other and neither of them is talking to your customer. What you need will take more than an architectural intervention. What you need is a Brand-Thru-Environment Makeover.

Know Your Brand Concept:
THE BIG 3-STEP 1: Go back to the beginning. Know what your concept is all about. It’s strengths, the lines it should stay within to remain brand-centric. If you don’t have a brand story write one. If you don’t have a brand culture develop one. If your store is not telling your brand’s story and you don’t have either of the first two, call me, I can help.

Teach Your Brand Culture:
Part II of THE BIG 3-STEP 1: For your concept to consistently attract and win customers, build market position and gain customer loyalty you may need to wear your brand culture on your sleeve for a while. Remember, you might know what your brand is all about, but it’s news to everyone else. Tell your brand story and teach it to your employees. Aside from telling your brand story through your store design your people are the front line, your brand ambassadors. The server-customer relationship is one of the most important things you can cultivate. If your servers believe in your brand culture your customers will believe in your brand culture. People love a good story and this is your opportunity to tell them one!

Be The Innovator In Your Category:
THE BIG 3-STEP 2: Continually innovate your menu. Lead the trends, offer signature items and above all, deliver authenticity and value. Remember authenticity? That’s what you set out to deliver when your restaurant was just a dream. A great brand story won’t do you much good if what you bring to the table is sub par so keep it fresh and genuine! You know the difference and so do your customers!

Something’s still missing?
So, you’ve gone back to the beginning and found your roots, you’ve written your brand story, developed it into a brand culture, taught it to your employees and customers and yelled it from the mountain top! It looks like your are ready for STEP 3.

Your Store Design Should Bring Your Brand To Life!
THE BIG 3-STEP 3: One thing winning concepts have in common is they deliver an experience. The brand story, brand message and brand culture are played out through the store’s environment becoming counter-points to winning service and an
authentic, original menu. The results are tactile and immersive. In the case of some concepts (including Red Robin and Papa Murphy’s) their brand message plays a face-forward role in their restaurant design. Architectural wall graphics, quality statements and key messaging impart the values they want their customer to take away with them. For other concepts brand-centric theming and decor impart a more subtle, but equally important level of a brand’s culture. And still others make their brand-environment presentation proprietary (developed and lisenced just to them) with signature pieces. And of course originality, comfort, lighting, solid build values and a spotless presentation let your customers know you are here to deliver a great experience.

Enhancing your store design and telling your brand story through your store’s environment (Brand-Thru-Environment) can be the single most important thing you do to help your concept succeed. When coupled with service and menu the effect is unstoppable. Just ask Papa Murphy’s and Red Robin. Both are enjoying system-wide growth and profits in an economy that says it should be otherwise. They and other concepts like them are flourishing by delivering THE BIG 3; Service, Product and Environment, and by making each and every customer experience, a Great Brand Experience.

Ken Barnes is a pioneer in Brand Development, Store Design and Branded Architecture. Some of the concepts benefitting from his special blend of Brand-Thru-Environment Design are: Papa Murphy’s Pizza, Indianapolis 500-Indy 500 Grill, Schwartz Bros. Restaurants, Wolfgang Puck’s Cucina Presto, Amazing Brands, Starbucks Coffee, Taco Del Mar, Nordstrom Restaurant Group, Briazz, Rice n Roll Sushi, Bakehouse Bistro, Samurai Sam’s Teriyaki Grill, Surf City Squeeze, East of Chicago Pizza, Port of Subs, House Of Blues, Frullati Bakery & Cafe, Yan Can Cook, Blue Water Taco Grill, Thai Bistro and many more.

Ken Barnes: ken@kwbidesign.com