Panel 1:
Defining a Concept, Developing a Brand

Experts showed how to define and strengthen a company's brand by clarifying your vision and creating a marketing and PR program with advertising and a strong graphic identity. In addition they stressed the importance of developing in-house resources for guest loyalty, database management and concierges' programs.
Moderator - Clark Wolf, Clark Wolf Company

Panelists:

Angela Camacho
Top Dog, Spotted Dog Graphics

Michael Dellar,
Co-owner, Lark Creek Restaurant Group

Andrew Freeman,
Director of Restaurant Marketing, Kimpton Group
|
Gavin Newsom,
President of PlumpJack Management, Member San Francisco Board of Supervisors

Moderator Clark Wolf led this group of experts through the various aspects of the branding process, from the creation of an identity before opening to the challenges of revitalizing existing brands. Experts shared their views on the subject, tracing their individual- and quite different- paths to success.

Gavin Newsom uses an innovative approach to empowering members of his PlumpJack organization. He strongly encourages employees to try new things. "We reward failure," he said. "You must screw up more than your competition, so that each time someone fails we know they are willing to take risks." This strategy, and the annual awards ceremony that goes with it, are one way in which Plumpjack allows everyone in the organization to take an active role.

Angela Camacho of Spotted Dog Graphics talked in detail about the importance of the design of a restaurant's menus and other printed materials to present a unified identity. She gave practical advice about choosing fonts, layouts and colors for business cards, window menus, table menus and every other way your business can reach the public visusally.

Michael Dellar described the development of the identity and the brand of the Lark Creek Restaurant Group. He described the way the company's brand developed over the years since its creation. One secret of the company's home base, Lark Creek Inn, is contrary to the old marketing adage, "We sell the steak, not the sizzle."
Andrew Freeman of the Kimpton group stressed the primary importance of having fun in everything you do, and of communicating this concept to your staff in creating a culture. When this culture underlies your brand, he said, "your staff becomes your best salespeople."

Freeman also encouraged restaurateurs to maintain a database of their customers, to personalize their experience every time they come in, and to show them that their business is appreciated. He described different ways databases have been used to develop the customer relationship, from personalized notes waiting at the table of returning guests to annual customer appreciation events.

In open discussion the panelists commented on some of the brands that have made an impression on them, and ways that branding has changed in recent years. For example in this multimedia age we are seeing that individual people, themselves, are being branded, which is changing the way businesses present themselves.
At the end, the panelists confronted a question from the audience: "How do you get your staff to internalize the brand?" One answer was that if your staff believes that you are honest with them, if they feel respected, they will believe in the restaurant.

Clark Wolf put it more succinctly when he said, "Seduce your customers and seduce your workers."

Panel 2 -
Building a Team

Panel 3 -
Partnering with Technology - The Marketing Value