Question

Now that you know the personality of your brand a bit better, in one paragraph, describe your fast causal restaurant brand and how it is different than other brands of fast casual restaurant brands in Burnaby, B.C. The idea here is to show how you have differentiated your brand from existing brands.

Answer 1

The fast casual restaurant can be differentiated in some ways from the others. We need to remember that a for a company to become a brand, it has to sell 'experience and moments' and not 'food'. So to differentiate we can adopt some strategies like special secret cards. These cards would only be given to customers who have been to the restaurant more than x(say 5) number of times, which will allow them to seek special discounts which won't be available to other customers. There would be no marketing for this strategy as we want to keep this a secret, that is between the cosumer and the restaurant. The reason we want to keep it a secret is because such things would allow consumers to boast about such benefits he is receiving to his friends, family and colleagues and it will greatly enhance word of mouth, as we know people are not that good at keeping secrets. We can also adopt other strategies like arranging music for the evening which caters to the customers, have special gifts for people having birthdays, etc.