What Most Restaurant Checklists Neglect

You’ve got a great product, values, and clearly a lot of passion for what you do. In person this all comes through from just a 10 minute conversation. It’s inspiring to know people like you that strive for better and not just the path of least resistance.

But when it comes to your brand’s message not all of these characteristics are coming through loud and clear.

Just like when you create a cake, scoop gelato, or plate a meal, the presentation can make an enormous impact on the experience. And while you and I both know that looks don’t ever truly affect taste, the human brain works in mysterious ways!

For instance in Robert Cialdini’s book, Influence, he talks about how the principle of scarcity affects a person’s enjoyment of cookies. The study entailed one group having a jar full of cookies and a second group with just one or two cookies in the jar. They both rated their enjoyment of the cookies and big surprise, the second group’s ratings were much higher!

That’s not to say you should put out fewer baked goods (though it might work), just that our perceptions can be swayed by the simplest of things.

So what’s my point? Looking at your logo, do you feel that it embodies all that your delicious delicacies have to offer? Have you thought about taking the next step in considering investing in a design that will better serve your business?

The reason I ask is because what we see is potential. You have the makings of a great business but a couple of challenges. One, you’re not in the ideal location. You’re in the neighbourhood but just a little further away from the action. Two, your product is very seasonal. Luckily you caught a good chunk of your busiest season but now we’re moving into your slower period.

Great service and a great food will keep you in business but only if you can attract enough customers to realize it. It’s very much a snowball effect where the more you can push the ball the more snow it will gather until the point where it starts rolling down the hill on its own.

Having a strong base in a logo design will drive the look and feel of the rest of your business. It’s right there at the core of your snowball. That strong base really comes from you and, again, the passion you put into your business.

Your logo’s goal is to grow and outpace your competition by dressing the part. Everyone knows who the bride and groom are because inevitably they are always the best looking ones at the wedding.

And your business’ outward appearance will look its best in a bespoke logo. That’s not to say what you have currently is bad or not functioning. These are considerations that should be weighed on a continuing basis as your business grows at every stage.

Take a moment right now to honestly ask yourself if the logo you have is functioning as well as you’d like.

Of course, effective logo design is expensive, right? Not when you consider the cost of going out of business always being greater than an investment in staying in business.

It’s the same reason you would invest in biodegradable cups. It’s an investment we make now so that we don’t have to pay the larger price later.

December 1, 2016
Posted on 
Author photo in a circle
Kyle Lincoln

Kyle is a logo crafter, avid reader, and writer. His experience expands across a wide spectrum of clients such as Nandos, Shaw Business, and Destination Canada. Growing up, it didn’t take him long to go from doodles to design. Kyle’s previous work in identities for conferences and events left him longing for something more enduring. He’s got a vested interest in helping businesses thrive and an eye for brand incongruences. In Vancouver he can be found scoping out his client’s location and/or the nearest gelateria and is always up to discuss your project or favourite flavour.

You’ve got a great product, values, and clearly a lot of passion for what you do. In person this all comes through from just a 10 minute conversation. It’s inspiring to know people like you that strive for better and not just the path of least resistance.

But when it comes to your brand’s message not all of these characteristics are coming through loud and clear.

Just like when you create a cake, scoop gelato, or plate a meal, the presentation can make an enormous impact on the experience. And while you and I both know that looks don’t ever truly affect taste, the human brain works in mysterious ways!

For instance in Robert Cialdini’s book, Influence, he talks about how the principle of scarcity affects a person’s enjoyment of cookies. The study entailed one group having a jar full of cookies and a second group with just one or two cookies in the jar. They both rated their enjoyment of the cookies and big surprise, the second group’s ratings were much higher!

That’s not to say you should put out fewer baked goods (though it might work), just that our perceptions can be swayed by the simplest of things.

So what’s my point? Looking at your logo, do you feel that it embodies all that your delicious delicacies have to offer? Have you thought about taking the next step in considering investing in a design that will better serve your business?

The reason I ask is because what we see is potential. You have the makings of a great business but a couple of challenges. One, you’re not in the ideal location. You’re in the neighbourhood but just a little further away from the action. Two, your product is very seasonal. Luckily you caught a good chunk of your busiest season but now we’re moving into your slower period.

Great service and a great food will keep you in business but only if you can attract enough customers to realize it. It’s very much a snowball effect where the more you can push the ball the more snow it will gather until the point where it starts rolling down the hill on its own.

Having a strong base in a logo design will drive the look and feel of the rest of your business. It’s right there at the core of your snowball. That strong base really comes from you and, again, the passion you put into your business.

Your logo’s goal is to grow and outpace your competition by dressing the part. Everyone knows who the bride and groom are because inevitably they are always the best looking ones at the wedding.

And your business’ outward appearance will look its best in a bespoke logo. That’s not to say what you have currently is bad or not functioning. These are considerations that should be weighed on a continuing basis as your business grows at every stage.

Take a moment right now to honestly ask yourself if the logo you have is functioning as well as you’d like.

Of course, effective logo design is expensive, right? Not when you consider the cost of going out of business always being greater than an investment in staying in business.

It’s the same reason you would invest in biodegradable cups. It’s an investment we make now so that we don’t have to pay the larger price later.

December 1, 2016
Posted on 
Author photo in a circle
Kyle Lincoln

Kyle is a logo crafter, avid reader, and writer. His experience expands across a wide spectrum of clients such as Nandos, Shaw Business, and Destination Canada. Growing up, it didn’t take him long to go from doodles to design. Kyle’s previous work in identities for conferences and events left him longing for something more enduring. He’s got a vested interest in helping businesses thrive and an eye for brand incongruences. In Vancouver he can be found scoping out his client’s location and/or the nearest gelateria and is always up to discuss your project or favourite flavour.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form
<< Back to Blog