Category : Cafe

How to get global with your brand

By Admin - 21-01-2020

 No generation has had the opportunity, as we now have, to build a global economy that leaves no-one behind. It is a wonderful opportunity, but also a profound responsibility.” – a quote by Former U.S. President Bill Clinton.

With technology advancing so fast and international trade expanding, restaurant businesses are incentivized to sell products and services in foreign markets. Whereas, globalization is a brainchild of industrialization & is in a way superset of urbanisation. Making your restaurant a brand & taking it to global is a zest of every businessman.

The building of a global brand in restaurant business is not something that is done overnight. It entails developing, analysing, & implementing strategies which are tailored to the brand's target markets. Let's have a glance at some of these strategies which will help your restaurant to go global.

  •      Espy your market

Each region has its own behaviour & norms when it comes to expanding your restaurant brand globally. Identify your type of business & where it currently stands in the market. This would be the first step to research for going global

  •                 Verify brand translation

A perspicacious food-brand or restaurant brand in one market may not do so well in another. The ability for a brand to translate to other markets is extremely important if the brand aims to become a global success. The key is to have an understanding of the culture and to trace the particular  culture before branching out to ensure that the brand does translate.

  •                Brand positioning

Brand positioning can be described precisely as how a brand or product is wished to be perceived in the mind of their customers in all ways. Big brand positioning incorporates a true understanding of your competition in restaurant business and then taking a close look at your potential competitive advantage, or what a company can do to make themselves stand out from the crowd.

  •     Customer behaviour analysis

Varied regions , varied customers! Every types of customers have certain purchasing tendencies in one society, & it doesn't imply that such tendencies are all-inclusive for all markets. This is all about how to analyse a customer behaviour. For example, the customers in India have a different taste than the customers in US or Japan.

  •     Obtain borderless marketing

Market your brand out of the crowd. Use every marketing strategy for making it global. You should have a very clear & detailed global brand strategy that’s executed at a local level. To maximise more value, capitalise on global things like brand consistency, brand identity and global sponsorship. If your restaurant food works in one market, work out if it’s right for customers in another market too or find another.

  •                 Build a consistent brand culture

In recent years building a consistent and strong brand culture that remains familiar to consumers wherever it is in the world has become a priority. “It becomes more important that your restaurant brand reflects your culture food, rather than your guidelines.” Your culture and your uniqueness will make you stand as anomalous compared to your competitors.


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