Whether it’s inflation, labor expenses, or rising menu costs causing guests to visit restaurants less (or order less when they do), restaurant operators may feel there is little room to maneuver these days. That makes marketing all the more important — and as a recent newsletter from Restaurant Business suggests, right now there are a lot of brands doubling down on developing the kind of messaging that compels the right guests to come back. For instance, Papa John’s has shifted its promotions to focus more on its value offerings than on premium, quality ingredients. Portillo’s is planning a television and billboard ad campaign to coincide with football season. First Watch is fine-tuning its outreach to customers, including those in its loyalty program, to encourage people to dine with them. Statistics shared by Menu Tiger indicate that consumers are receptive to a wide range of prompts from restaurants: For starters, 70 percent of consumers say they are more likely to visit a restaurant that offers personalized promotions, 80 percent of consumer say they watch restaurant-related video content, and 80 percent of consumers expect restaurant brands to have a social media presence and to interact with them. Looking at your guest demographics and feedback, along with your data on traffic and ticket sizes, what stress points emerge? Are there particular guest segments that used to be in your sweet spot but aren’t driving the kinds of sales they once did? How can you use the tools in your toolbox — to include social media, your loyalty program, email lists, or traditional media outreach — to bring your brand front of mind for the kinds of guests you most value? At a time when it can be difficult to differentiate yourself on cost, the things you do to connect with guests in other ways can help set you apart.

​In the social media age, businesses have opportunities to build their brand personality in multiple directions. When restaurants and other foodservice businesses can do this, their brands can become much more than the food and drink they serve. Further, they can increase their market share and public exposure at a time when competition is tighter than ever. Consider how large brands have managed this successfully (and surprisingly) in recent months – there may be lessons there for far businesses of all sizes. For example, a Nation’s Restaurant News report mentioned efforts by brands including Taco Bell, Chick-fil-A and, notably, Starbucks, to launch consumer packaged goods. Starbucks, for one, collaborated with Stanley on a “winter pink” 40-ounce insulated tumbler to help promote the brand’s winter menu. The tumblers, priced at $49.95 and sold at Target in numbers limited to just a few dozen per store, motivated consumers to line up at Target stores in the early-morning hours of January 3rd. (Those who weren’t lucky enough to snag at tumbler from Target have since taken to eBay, where the cups are reselling for $350.) The mania over a tumbler may sound ludicrous, but consider it an inspiration for how you might expand the reach of your brand with the right partnerships and online promotion – particularly if you’re trying to strengthen your connection to the TikTok generation. Even if you’re running a small regional business, what complementary businesses might help you build your brand through new collaborations and promotions?