Have you heard of the concept of a love brand? If not, it might be time to rethink your restaurant branding and marketing efforts to their very core.
While discounts and promotions can still be used to encourage some repeat visits, it’s emotional loyalty that really brings your customers back time and time again. Love brand marketing is a perfect strategy to cultivate a deep and personal connection with your customers – and who wouldn’t want that?
What is emotional loyalty?
The best way to explain emotional loyalty is by addressing the obvious: it’s not just about the food you serve but also how you make your customers feel. A restaurant with strong emotional loyalty is more than a place to eat. Instead, it becomes an integral part of a customer’s identity, a statement of what they stand for and what they value and prioritize.
Emotional loyalty has the capability of changing any establishment from just a place with good food to a place where your customers want to celebrate their special occasions and always recommend it to friends and family. It’s created by all the things that evoke emotions – the atmosphere, the people, and the experiences.
Love branding for your restaurant
A ‘love brand’ is a business that inspires passionate devotion and emotion, and there are some clear benefits to it too:
Higher customer retention: Diners are willing to return even if there are cheaper or closer alternatives.
Increased word-of-mouth: Loyal customers become advocates, spreading the word organically.
Resilience to competition: Love brands are less affected by price wars and industry trends because their customers value them beyond the product.
How to build emotional loyalty
Even though defining your restaurant as a love brand isn’t a one-size-fits-all approach, there are some common concepts that are important to take into account as you approach this strategy.
Become the host of memorable experiences
Going out for dinner isn’t just about enjoying a meal; your customers are looking for an experience. Tapping into senses beyond their taste buds is one of the surest ways to initiate a connection to your diners.
From how your staff greets guests to the ambiance of your restaurant, every detail matters. Consider offering other unique touches like personalized service, live music, or seasonal decorations to further enhance and evoke feelings associated with visiting your establishment.
Define your story and build on it
One of the most powerful marketing moves for any successful love brand is defining its story. Whether this is a story about your journey and how this business came to life, or a narrative of what you stand for, your values, and the passion behind your food – don’t be afraid to be honest. By sharing these stories with your customers, you are creating multiple touchpoints for them to engage and build an emotional connection with your business
Pick your tone and stick to it
Communicating with your customers, whether on social media, over the phone, or in person, should always carry the same tone to further foster emotional loyalty and build on your love brand. Consistency throughout all parts of the customer experience is key. Adjust your social media voice and content to best fit your image and tie in with your story to further elevate the desired emotions among your diners.
Personalise for best results
When it comes to being a love brand, it isn’t just about diners knowing your story – it’s also about knowing theirs. People love to feel valued, and showing appreciation to your customers might just be one of the most critical elements of any love brand.
Using restaurant reservation systems, like Tableo, can easily help you track guest preferences and personalise their experiences. For instance, you can identify frequent diners to offer exclusive perks, improve your email marketing campaigns, and enhance in-house service. And what says love better than your favourite appetiser on the house during your next visit?
Don’t skip the team training
It isn’t just your official communication that needs to be up to par to become a love brand. Your staff is actually one of your most critical assets. Train your front-end staff to use the information and customer data points for more tailored service on the day, as well as to generally represent the values that you stand for.
Depending on the story and the ambiance that your establishment wants to convey, adding some thought to how customers are greeted, addressed, and served will go a long way in building a holistic brand that your customers love.
Ask for feedback
Love brands are all about building a closer relationship with customers and what better way is there than to ask your dinners for their honest feedback! The short surveys can easily expose how your customers feel about your branding efforts and serve as one of the most accurate markers of your success in building emotional loyalty.
Plus, by reviewing the comments about their experience at your restaurant, you will also be able to identify your ‘weak points’. This will help you to further learn from your mistakes and address these gaps to encourage more loyalty and repeat business.
Start building your love brand with Tableo
Creating a love brand takes time, effort, and intentionality. By focusing on emotional connections, you can transform your restaurant from a good option into the only option for your customers.
But we all need a little helping hand sometimes.So why not get started today by signing up for your free account at Tableo? We are eager to help you build the restaurant love brand your diners will rave about.
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Hanna Yerega is a freelance copywriter and a powerhouse on social media, where she combines her knack for compelling writing with a masterful grasp of digital platforms. Known for her exceptional organisation skills, she handles multiple projects with unparalleled precision. Hanna is deeply passionate about not-for-profit initiatives, using her talents to amplify their messages and drive meaningful engagement.
