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2020 was the year we were reminded of how important community is. Our social behaviour has changed drastically. Not only in local and global perspective, but also in the hospitality community. As global concept developers, we are convinced that Food & Beverage plays a vital part within communities, allowing them to step up and stand out! The key ingredient for doing so is spicing up your concept development plans. Make your brand memorable. We’ve seen some great examples in Amsterdam, of restaurants who managed to come up with new ways of concept development to bring people together in a different kind of way. One example, is In Between Burgers. The talented team of Restaurant Entrepot opened up a temporary burger shop with focus on high quality burgers and outstanding flavours like ‘donuts filled with cream of woodruff’. This sounds easy but the main question is: how to get in the loop of your customers?
Customers aren’t picking restaurants for variety of food as much as they are on their daily routine, trust and convenience. Most of the people have their own favourites and rotate between them. They make up their minds within 90 seconds of their initial interactions, with either people or products and services. Did you know that about 60-90 percent of the assessment is based on colours only? An interesting aspect to take into consideration in your concept development plans. Our advice: choose wisely and simplify your look & feel so it’s functional and readable in digital spaces.
When thinking about the selection of a colour to represent your brand and/or restaurant, it’s important to consider the psychological message and meaning of the colour, and how it will broadcast the meaning and image of the brand. Consider the impact of colours in your plans for concept development, especially in times like these. The average stress level is higher than normal and because of that you see an increase in the sale of yellow foods. Yellow is energetic and bright. No wonder it is often strategically used in logos of famous fast-food restaurants. They’re using colour psychology to subtly influence customers for years. The colour yellow creates a feeling of comfort while red tends to make people feel hungrier and more impulsive. This all is based on traditional and straight forward marketing campaigns, but nowadays it runs via digital channels and algorithms.
Today however, it’s arguably more complicated than ever to break through the noise. How could you manage to break through the online visual noise to come together? We scooped 3 burger joints who take the lead in community driven concepts, add colour to their brand and make it a pivotal element of the concept development of their hospitality industry.
Burger restaurant POPL was created by the team behind the acclaimed Copenhagen restaurant Noma and opened last December in Copenhagen. It all started when chef Rene Redzepi announced the opening of Noma on Instagram with an image of a beef patty and bun – photogenic and alluring, but certainly more neighbourhood food than fine dining. ‘Before we reopen Noma as we know it, we will transform into a no reservation, drop-in only, wine and burger bar,’ he wrote. The burger experience was a huge success and inspired them to name the restaurant Popl after the Latin word ‘populus’ meaning community of people. It reflects their vision of ‘a new place full of energy, open for all people, with a simple menu that has something for everyone.’ The idea behind the design was to communicate a playful, inclusive attitude; with graphics inspired by the burgers’ shapes and an orange tone of voice.
MrBeast is an award-winning digital content creator renowned for his over-the-top stunts and charitable activities. He has joined forces with Virtual Dining Concepts to create MrBeast Burger – a virtual restaurant brand, delivering throughout the United States. We call this reverse engineering, through which MrBeast Burger operates out of existing restaurant kitchens, allowing restaurateurs to add a new source of revenue without impacting the operation. Customers can only order MrBeast Burger via the proprietary app or through major food delivery service apps. It all started simple last November, when he announced a pop u event via YouTube for MrBeast Burger. Unbeknownst to the public however, he launched not just one burger joint but 300 locations simultaneously on the same day.
Burger King is a well-established burger brand that launched a rebrand that moves them back to the style they were using 20 years ago, with some modern touches of course. The redesign comes at a time when major brands across sectors are flattening and simplifying their looks, embrace delivery models and reach out to their customers in digital spaces. Their choice of nostalgia is no surprise but well thought out and was designed to emphasize fresh ingredients in an industry that’s not exactly considered healthy. The new brand identity goes ‘way back’ and will tell people to take respite from this bright multi-colored digital world and retreat into a more muted environment, similar to that of the printed page; easier on the eye, with a reassuring feeling of nostalgia to bring back that sense of community.
As said, the hospitality industry is the binding factor in bringing us together. It’s the place where people gather and socialize. In times like these it is even more important that your brand is colourful and clear. Create memorable images and associations and have them choose you.