• The core standards of the connection between the team and guest is another proposition. How was that sequence managed — what’s the greeting, what’s the differentiation, what is, where is, the sincerity?
• Care — who cares, really? The idea of care is a permeation that needs to stretch everywhere in the experience planning — but how is it managed?
• The sense of place — so much of fast casual (which might be anything from a Starbucks to Chipotle) relates to pricing and time — budgeting per serve are roughly $7.50 — 11.00. The items can be less, but the potential strives for multiple turns in the day’s meal cycles.
How might this be analyzed?
Sequentially. In our expertise, the idea of sorting process and epiphanic moments could be synchronized to a step-by-stride, instant-to-instance, moment-to-momentum: the dance of the practice.
And practice — it is — makes perfect.
In analyzing literally dozens of fast casual experiences, there are learnings:
• Brand is crucial — it’s obvious what this place is. Considered and comprehensive? You stand for something, there is a badge that says who you are.
• Story is comprehensible — tell the consumer, fast, what the story is.
• Process is fluent — you can get into the place, through the server line and orders shall be resolved efficiently.
• If they can stay, how long? — timing the sequence, for stay, for work, the third place, respite, meal and out, drink and connect. Has this been designed?
• The market, the community of your audiences — knowing your market, the competition thoroughly, who’s winning and how they are evolving. Asking this question — are you up to speed with who’s out there?
Defining questions — and setting the path
We define: establishing Brand benchmarks will establish consistency and clarity, which is important in times of growth, when money is being spent and decisions are crucial. A consistent Brand, coupled with individual location distinction, appears stronger to consumers and investors, ensuring confidence to buy.
EXTENDING THE BRAND FOUNDATION: CORPORATE BUSINESS PAPERS
Standardized system for all corporate documents including: business card, letterhead, #10 envelope, large size envelope, mailing label and forms such as invoices and Word templates for letterhead. Building digital forms for email is another cohesion to brand lineage.
WHAT’S IN FRONT SHOULD BE CONSISTENT: BACK OF HOUSE COLLATERAL
Employee schedule, employment application, inventory and other applicable forms.
BEING A HOLISTIC MESSAGE: MEDIA KIT*
Brochure, delivery system, designed one-sheets.
LINKING CONTENT AND TRAINING TOOLS: EMPLOYEE TRAINING MATERIALS*
New trainee folder, unique welcome gift, “For a Friend” coupon. Designed one-sheets w/ training information. Brochures and overview.
*Could be combined into one kit.
INTEGRATION OF STYLISTIC INTENT: BRAND STYLE GUIDE
The Brand style guide is a manual for creative and marketing professionals, including vendors, for optimal consistency across a variety of applications. This guide includes configuration and exact specifications for use of the Brand Identity, including “do’s and don’t’s”; use of color and specifications; type hierarchy and layout guidelines; guidelines for additional elements such as graphic and photographic styles. An expected deliverable is a reference manual in book and digital form.
OWNING THE LOOK: ILLUSTRATION STYLE
An expected scope of strategy should include analyzing current and previous illustration styles and defining a consistent style that is most suitable to the Brand, reasonably moderate in budgeting and adaptable to various illustrators.
UNDERSTANDING THE MINDSET: THE REASONING FOR INVOLVEMENT
A few of the core reasons why a person goes out to eat:
Hungry (for new or reliably predictable experiences)
There is nothing to eat in the house (speed and convenience)
It’s routine (the habitual relationship)
Going with others (an ongoing action)
Meeting others (the nexus)
THE RUDIMENTS OF ANALYSES | HOW TO PLAN
It’s important to bear in mind that the process for sequencing brand experience is one of complex detailing — these graphical discussions merely pinpoint the opening arcs of each phase of development — how you think about it, how you’re telling your story.
There are myriad points of connection to a community relationship and they’re not only inside the walls of the enterprise, but to the employees and their families, and the importance of the surrounding community.