Consistency in brand experience

Posted by Christine Rosher on 28 October 2011 | 0 Comments

Tags: brand

Recipe for a great restaurant brand

At lumino, we love good food. But we love good brands more. And when the two come together, there’s nothing better; it results in a very memorable brand experience.

On our recent trip to Melbourne, Pip & I, deliriously ravenous and still reeling from our shocking discovery that Longrain was closed, stumbled upon Ginger Boy. And ‘boy’, we’re glad we did!

After our usual design critique of the brand identity, fit-out and business card (fantastic), and a scan of the menu for typos (happily, none to report) we could settle in to enjoy the dining experience or the 'brand experience'.

In the words of The Gourmet Traveller, “Teage Ezard’s funky and fun Asian spin-off, Gingerboy, goes beyond the usual wok-mongers – it’s Thai, Malaysian and Chinese street fare with a style all its own.”

After feasting on a selection of street food and shared dishes, we would wholeheartedly agree with their promise of food that’s “sometimes hot, mostly spicy, and always inviting.” Our picks are the duck leg curry and the signature dish, son in law eggs. Oh, and a special mention goes to the Doss Blockoss pale lager – for its taste and fabulous packaging!

So what is it that makes a restaurant such a successful brand experience, such as Gingerboy? Here’s lumino’s recipe:

• 1 top quality chef
• 1 small bunch fantastic staff
• 1 vision, finely sliced and carefully applied
• 1 consistent customer experience
• 1 fresh brand identity, to serve

Combine all ingredients in an ambient setting, ensuring not to over-mix. Cook over a gentle heat, keeping a close eye on consistency, and serve individual portions with care and attention.

Creating a consistent brand experience is not only the thing that keeps customers coming back, it's the most important aspect in making word-of-mouth marketing work for you.