{"id":18884,"date":"2021-06-23T12:59:21","date_gmt":"2021-06-23T17:59:21","guid":{"rendered":"https:\/\/www.escoffier.edu\/?p=18884"},"modified":"2024-07-24T17:44:37","modified_gmt":"2024-07-24T22:44:37","slug":"positioning-statements-for-restaurant-marketing","status":"publish","type":"post","link":"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/positioning-statements-for-restaurant-marketing\/","title":{"rendered":"Positioning Statements for Restaurant Marketing"},"content":{"rendered":"<p><em><strong>Listen to This Article:<\/strong><\/em><\/p>\n<div id=\"elevenlabs-audionative-widget\" data-height=\"90\" data-width=\"100%\" data-frameborder=\"no\" data-scrolling=\"no\" data-publicuserid=\"d443feec80bf8c8f2e009e26dafa4118e6eb9f14056a5516af577c77d4404c4e\" data-playerurl=\"https:\/\/elevenlabs.io\/player\/index.html\" data-projectid=\"ukUg0DDp2oCqBUfiiuXH\" >Loading the <a href=\"https:\/\/elevenlabs.io\/text-to-speech\" target=\"_blank\" rel=\"noopener\">Elevenlabs Text to Speech<\/a> AudioNative Player&#8230;<\/div>\n<p><script src=\"https:\/\/elevenlabs.io\/player\/audioNativeHelper.js\" type=\"text\/javascript\"><\/script><\/p>\n<p>A positioning statement is a concise declaration that outlines how a business wants to be perceived, focusing on a specific target market. Positioning your business is a vital component of any <a href=\"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/how-culinary-school-helps-you-write-and-implement-business-plan\/\">business plan<\/a>. While it\u2019s important in nearly all industries, it\u2019s especially important in the restaurant industry, where margins are slim, and you need to stand out from the crowd in order to make a profit.<\/p>\n<p>Oftentimes restaurants may not have a huge advertising budget, so they need to be very intentional when spending their advertising dollars. The best way to ensure you\u2019re marketing your business effectively is to be keenly focused on both your brand and target customers.<\/p>\n<p>So now that we\u2019ve defined what positioning is, how should you position your restaurant? In this article, we\u2019ll walk you through the basic framework and offer examples of great restaurant marketing through positioning.<\/p>\n<div class=\"blog-article-callout-wrap\">\n<div class=\"blog-article-callout-text\">\n<h3>Framework for Forming a Positioning Statement<\/h3>\n<ul>\n<li>Define your story<\/li>\n<li>Communicate your philosophy<\/li>\n<li>Consider your target customers<\/li>\n<li>Compare with your competitors<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h2>Examples of Restaurant Positioning Statements<\/h2>\n<h3>Chain Restaurants Promoting Responsible Sourcing<\/h3>\n<h4>Starbucks<\/h4>\n<p><a href=\"https:\/\/www.starbucks.com\/about-us\/company-information\/mission-statement\" target=\"_blank\" rel=\"noopener\">Starbucks<\/a> has positioned itself to be more sustainable than other national coffee chains through advertising its ethically-sourced coffee blends. By clearly communicating their sourcing methods and commitment to sustainability, they have successfully combined the consistency of a national chain with the feeling you are supporting a local business.<\/p>\n<h4>Chipotle<\/h4>\n<p><a href=\"https:\/\/chipotle.com\/values\" target=\"_blank\" rel=\"noopener\">Chipotle<\/a> has done an excellent job positioning themselves as valuing <a href=\"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/how-to-incorporate-sustainable-practices-in-your-restaurant\/\">sustainability<\/a> and responsible ingredient sourcing. They saw a void in the fast casual market for fresh, ethically sourced food that is at a lower price point and available quickly and easily, so they decided to fill that need for consumers.<\/p>\n<p>Worldwide, people are increasingly looking for ethically-sourced, eco-friendly food options, or \u201cFood with Integrity&#8221; as Chipotle refers to it in their mission statement. Using premium, all-natural ingredients like responsibly-raised meat and freshly prepared vegetables is what sets Chipotle apart. It\u2019s the reason that their customers keep coming back for more.<\/p>\n<h4>Founding Farmers<\/h4>\n<p><a href=\"https:\/\/www.wearefoundingfarmers.com\/sustainability\/\" target=\"_blank\" rel=\"noopener\">Founding Farmers<\/a>, a restaurant chain based in the Washington D.C. area, also clearly communicates their dedication to adopting sustainable practices on their website and in restaurant marketing materials. This not only involves responsible sourcing of ingredients, but also includes evaluating every organizational decision on the effects of the farmers and vendors, the local community, and the environment.<\/p>\n<p>Beyond clearly defining their story and values, the business model at Founding Farmers is crafted specifically to help generate profits for American farmers in a sustainable and eco-friendly manner, so they are truly practicing what they preach. Whatever your positioning, you want to make sure you back it up in your actions.<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-22745\" src=\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2021\/02\/Handshake-in-the-background-wooden-crate-full-of-vegetables-from-garden-768.jpeg\" alt=\"Handshake in the background wooden crate full of vegetables from garden\" width=\"768\" height=\"512\" srcset=\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2021\/02\/Handshake-in-the-background-wooden-crate-full-of-vegetables-from-garden-768.jpeg 768w, https:\/\/www.escoffier.edu\/wp-content\/uploads\/2021\/02\/Handshake-in-the-background-wooden-crate-full-of-vegetables-from-garden-768-300x200.jpeg 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\n<p>Defining your restaurant\u2019s concept and story helps customers to identify with your brand. Communicating information about your restaurant concept and cooking philosophy can help communicate your primary values and support your brand image and positioning.<\/p>\n<h3>Fine Dining Restaurants Finding Their Niche<\/h3>\n<p>Fine dining restaurants want to create menus that appeal to their target customers. At a higher price point, the menu needs to go beyond great taste, which is a basic expectation. Customers at fine dining restaurants expect superior service and presentation, as well as great food.<\/p>\n<h4>Alinea<\/h4>\n<p><a href=\"https:\/\/www.alinearestaurant.com\/\" target=\"_blank\" rel=\"noopener\">Alinea<\/a> in Chicago offers elaborate tasting experiences that involve all of the senses. Going to Alinea is more like seeing a show than going out to dinner &#8211; it is a form of entertainment. They position themselves as constant innovators; in fact, \u201cAlinea\u201d means the beginning of a new train of thought. They\u2019ve recently completely redesigned their menus and experience offerings to stay current and keep their target customers interested in returning to the restaurant by offering new concepts. This is just one of the innovative dining experiences you can have in the city if you attend <a href=\"https:\/\/www.escoffier.edu\/culinary-school\/illinois\/chicago\/\">online culinary school in Chicago<\/a>, which could put you in an ideal environment for honing your skills if you aim to work in the culinary arts professionally.<\/p>\n\n\t<div class=\"blog-cta\">\n\t\t<div class=\"magnet-row\">\n\t\t\t<div class=\"hide\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2023\/09\/Culinary-Career-Interests-Survey-cover-page-and-internal-page-screenshots.png\" alt=\"Culinary Career Interests Survey cover page and internal page screenshots\">\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<div>\n\t\t\t\t<h3>Take the Culinary Career Survey<\/h3>\n\t\t\t\t<p class=\"hide\">We\u2019ve compiled a checklist of all of the essential questions into one handy tool: career options, culinary interest surveys, educational opportunities, and more. <\/p>\n\t\t\t\t<div class=\"btn-wrap\">\n\t\t\t\t\t<button class=\"hide\" escoffier-data-layer-push >Download<\/button>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"form\">\n\t\t\t\t\t\t\t<form\n\t\t\tname=\"quick-form-mid\"\n\t\t\taction=\"#process-lead\"\n\t\t\tmethod=\"post\"\n\t\t\tid=\"escoffier-form-p0-f1\"\n\t\t\tclass=\"escoffier-contact general-validation general-js\"\n\t\t\tautocomplete=\"off\">\n\n\t\t\t<input type=\"hidden\" name=\"campus\" value=\"Escoffier Boulder Online\"><input type=\"hidden\" name=\"program\" value=\"Culinary Arts\">\n\t\t\t\t\t\t<div class=\"fields-wrap\">\n\t\t\t\t\t\t<div class=\"fieldset field-firstname\">\n\t\t\t\t\t\t<label for=\"firstname-1\">\n\t\t\t\tFirst Name<span class=\"red\" aria-label=\"required\">*<\/span>\n\t\t\t<\/label>\n\t\t\t\t\t\t<input\n\t\t\t\tid=\"firstname-1\"\n\t\t\t\tname=\"firstname\"\n\t\t\t\ttype=\"text\"\n\t\t\t\tvalue=\"\">\n\t\t<\/div>\n\t\t\t\t<div class=\"fieldset field-lastname\">\n\t\t\t\t\t\t<label for=\"lastname-1\">\n\t\t\t\tLast Name<span class=\"red\" aria-label=\"required\">*<\/span>\n\t\t\t<\/label>\n\t\t\t\t\t\t<input\n\t\t\t\tid=\"lastname-1\"\n\t\t\t\tname=\"lastname\"\n\t\t\t\ttype=\"text\"\n\t\t\t\tvalue=\"\">\n\t\t<\/div>\n\t\t\t\t<div class=\"fieldset field-email\">\n\t\t\t\t\t\t<label for=\"email-1\">\n\t\t\t\tEmail<span class=\"red\" aria-label=\"required\">*<\/span>\n\t\t\t<\/label>\n\t\t\t\t\t\t<input\n\t\t\t\tid=\"email-1\"\n\t\t\t\tname=\"email\"\n\t\t\t\ttype=\"email\"\n\t\t\t\tvalue=\"\">\n\t\t<\/div>\n\t\t\t\t<div class=\"fieldset field-dayphone\">\n\t\t\t\t\t\t<label for=\"intl-tel-1\">\n\t\t\t\tPhone<span class=\"red\" aria-label=\"required\">*<\/span>\n\t\t\t<\/label>\n\t\t\t\t\t\t<input\n\t\t\t\tid=\"intl-tel-1\"\n\t\t\t\tname=\"intl-tel\"\n\t\t\t\ttype=\"tel\"\n\t\t\t\tvalue=\"\">\n\t\t\t<input\n\t\t\t\tid=\"dayphone-1\"\n\t\t\t\tname=\"dayphone\"\n\t\t\t\ttype=\"hidden\"\n\t\t\t\tvalue=\"\"\n\t\t\t\tdata-valid=\"false\">\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t<div class=\"submit-wrap\">\n\t\t\t\t<input name=\"submit\" type=\"submit\" value=\"Get the Survey Now\">\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t<div class=\"disclosure-tooltip\">\n\t\t\t\t<p class=\"tmm-edu-disclosure-text\">By clicking the <span class=\"btn-text\">&#8220;Get the Survey Now&#8221;<\/span> button, I am providing my signature in accordance with the E-Sign Act, and express written consent and agreement to be contacted by, and to receive calls and texts using automated technology and\/or prerecorded calls, and emails from, Auguste Escoffier School of Culinary Arts at the number and email address I provided above, regarding furthering my education and enrolling. I acknowledge that I am not required to agree to receive such calls and texts using automated technology and\/or prerecorded calls as a condition of enrolling at Escoffier. I further acknowledge that I can opt-out of receiving such calls and texts by calling 888-773-8595, by submitting a request via Escoffier\u2019s <a href=\"https:\/\/www.escoffier.edu\/optout\/\" target=\"_blank\" rel=\"noopener\" aria-label=\"website link to the phone and text opt-out form\">website<\/a>, or by emailing <a href=\"mailto:compliance@escoffier.edu\">compliance@escoffier.edu<\/a>.<\/p>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t<input type=\"hidden\" name=\"returntourl\" value=\"https:\/\/www.escoffier.edu\/thankyou\/culinarycareerguide_popup\/\">\n\t\t\t<input type=\"hidden\" name=\"redirect\" value=\"https:\/\/www.escoffier.edu\/thankyou\/culinarycareerguide_popup\/\">\n\t\t\t\n\t\t\t\t\t\t<input type=\"hidden\" name=\"lead_source\" value=\"Website - Inline Form\">\n\t\t\t\n\t\t\t\t\t\t<input type=\"hidden\" name=\"lead_category\" value=\"Website\">\n\t\t\t\n\t\t\t<input type=\"hidden\" name=\"gaclientid\">\n\n\t\t<\/form>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"button\" value=\"Download\">\n\t\t\t\t\t<input type=\"hidden\" name=\"cta_lead_source\" value=\"Website - Blog Inline\">\n\t\t\t\t\t<input type=\"hidden\" name=\"thanks\" value=\"https:\/\/www.escoffier.edu\/thankyou\/careersurvey\/\">\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t\n<h4>Le Bernardin<\/h4>\n<p><a href=\"https:\/\/www.le-bernardin.com\/home\" target=\"_blank\" rel=\"noopener\">Le Bernardin<\/a> is a three Michelin Star restaurant located in New York City where there is a high number of fine dining options available. To differentiate itself from other fine dining establishments in the area, they position themselves as experts on seafood. Although they do offer a few options other than fish to appeal to a wider audience, the majority of the restaurant\u2019s offerings include the freshest, highest quality seafood cooked to perfection.<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-27688\" src=\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2020\/02\/Professional-photo-of-Bouillabaisse-Seafood-Soup-and-Grilled-Bread-768.jpeg\" alt=\"Professional photo of Bouillabaisse Seafood Soup and Grilled Bread\" width=\"768\" height=\"512\" srcset=\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2020\/02\/Professional-photo-of-Bouillabaisse-Seafood-Soup-and-Grilled-Bread-768.jpeg 768w, https:\/\/www.escoffier.edu\/wp-content\/uploads\/2020\/02\/Professional-photo-of-Bouillabaisse-Seafood-Soup-and-Grilled-Bread-768-300x200.jpeg 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\n<h3>Alternative Restaurant Concepts Focusing on Technology<\/h3>\n<p>Alternative restaurant concepts such as <a href=\"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/the-rise-of-ghost-restaurants\/\">ghost restaurants<\/a> and food trucks <a href=\"https:\/\/www.sbdcnet.org\/small-business-research-reports\/food-truck-business\" target=\"_blank\" rel=\"noopener\">typically target millenials<\/a> and focus their marketing heavily on third-party delivery apps and social media. <a href=\"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/guide-to-food-truck-marketing\/\">Food trucks<\/a>, for example, with their flexible hours, locations, and changing menus often advertise these details on a daily basis on Facebook and Instagram.<\/p>\n<p>When Auguste Escoffier School of Culinary Arts graduate Nahika Hillery opened her own food truck, Krey\u00f2l Korner, she focused primarily on quality customer service and connecting with the community to stand out from the competition.<\/p>\n<div class=\"quote\">\n<blockquote><p><img decoding=\"async\" class=\"size-thumbnail wp-image-15394 alignright\" src=\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2020\/09\/Nahika-Hillery-scaled-e1600704680286.jpg\" alt=\"Nahika Hillery, Escoffier Austin Culinary Arts Graduate\" width=\"150\" height=\"150\" \/>&#8220;One of the biggest things that I would push for anyone wanting to start this business is immediately working on a strong customer service model. Your customer service, connecting with the community, and the community connecting with your food is absolutely everything in the food industry.&#8221;<br \/>\n<strong>Nahika Hillery, Escoffier Culinary Arts Graduate &amp; Chef\/Owner, Krey\u00f2l Korner<\/strong><\/p><\/blockquote>\n<\/div>\n<p>Aside from connecting with the community, Kreyol Korner, based out of Austin, Texas, does a large portion of its marketing through Instagram. The restaurant\u2019s colorful images on its <a href=\"https:\/\/www.instagram.com\/kreyolkorner\/\" target=\"_blank\" rel=\"noopener\">Instagram page<\/a> showcase the bright Caribbean cuisine in an exciting way that draws customers in.<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-22472\" src=\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2020\/09\/Smiling-customers-in-line-at-a-food-truck-768.jpeg\" alt=\"Smiling customers in line at a food truck\" width=\"768\" height=\"512\" srcset=\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2020\/09\/Smiling-customers-in-line-at-a-food-truck-768.jpeg 768w, https:\/\/www.escoffier.edu\/wp-content\/uploads\/2020\/09\/Smiling-customers-in-line-at-a-food-truck-768-300x200.jpeg 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\n<p>Additionally, because of the lower overhead costs involved with ghost restaurants and food trucks, they are often able to offer lower prices than competitors for similar quality food. They are able to easily change their menus frequently based on demand, and quickly update their menus on user-friendly apps.<\/p>\n<h2>Go Deeper on How To Position Your Restaurant<\/h2>\n<p>As we\u2019ve shown, it\u2019s extremely important for restaurants to reflect internally on their brand and have a clear positioning statement. It helps to maintain focus on your brand\u2019s value proposition and should affect everything you do based on that. A strong brand identity starts with a strong positioning statement.<\/p>\n<p>Another benefit is internal. The positioning statement should align your staff and act as a decision-making framework throughout the organization, creating a sense of unity and cohesion in the restaurant.<\/p>\n<p><a href=\"https:\/\/www.escoffier.edu\/academics\/\">Culinary school<\/a> can help you learn more about writing <a href=\"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/how-culinary-school-helps-you-write-and-implement-business-plan\/\">a business plan<\/a> starting with a strong positioning statement.<\/p>\n<p><strong>Want to learn more about restaurant marketing?<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/guide-to-food-truck-marketing\/\">Food Truck Marketing: A How-To Guide<\/a><\/li>\n<li><a href=\"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/how-to-improve-the-ambiance-of-your-restaurant\/\">How to Improve the Ambiance of Your Restaurant<\/a><\/li>\n<li><a href=\"https:\/\/www.escoffier.edu\/blog\/food-entrepreneurship\/the-pros-and-cons-of-becoming-an-uber-eats-restaurant-partner\/\">The Pros and Cons of Becoming an Uber Eats Restaurant Partner<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>What is a positioning statement, and how do restaurants position themselves? We\u2019ll show you how restaurants can set themselves up for success through positioning.<\/p>\n","protected":false},"author":23,"featured_media":15884,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1296],"tags":[102,1295,1303],"class_list":["post-18884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food-entrepreneurship","tag-food-trends","tag-restaurant-management","tag-start-a-restaurant"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Positioning Statements for Restaurant Marketing - Escoffier<\/title>\n<meta name=\"description\" content=\"What is a positioning statement, and how do restaurants position themselves? 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