Here at OneTouchPoint, we talk a lot about the idea that marketing doesn’t stop when a customer walks through the door. This is especially true in restaurants, where front-of-house marketing and back-of-house training consistency makes a powerful difference in diners’ experiences — and in their likelihood to return.
For franchise and multi-location restaurant chains, especially, front-of-house marketing is a key opportunity to showcase both the brand (and everything customers already love about it) and the brand’s commitment to being an authentic part of the community. Localizing these assets helps restaurant brands build stronger relationships with customers, leading to improved loyalty and stronger growth.
Why is localization important, & what needs to change?
Localizing menus and other in-store signage may start with replacing basic logistical details for each location — address, hours, social media handles and any pricing differences, for example — but it goes much further than that. Localizing a menu demonstrates a franchise’s understanding of the market and a respect and appreciation for the community — it’s a powerful way to build the kind of goodwill and loyalty that customers typically reserve for local, independent eateries.
Whatever local nods the kitchen and bar are offering should be highlighted prominently on menus, table tents and maybe even the coasters — from local beers to regional presentation differences (e.g., while it’s perfectly fine to serve a hot dog with ketchup in much of the country, doing so in Chicago will cause serious offense). Additionally, consider adjusting these materials for regional language differences: Should the drink menu feature “soda” or “pop”? Are you offering “milkshakes” or “frappes” for dessert? “Sandwiches” or “hoagies” for lunch?
Seasonal offerings are often localized, too. Hatch Chiles are featured heavily on fall menus in the southwest, but maybe not as much in the Northeast. Summer seafood specials may be popular on the coast, while heartland diners look forward to hearty stews in the winter. Register signage, window clings and table tents (and, of course, the menu itself) are all great opportunities to beckon locals in for their favorite seasonal specialties.
However the franchise is tailoring its offerings and operations for local diners (all with corporate approval , or course), the front-of-house marketing collateral is the beacon, signaling a commitment to the community and a respect for its values and preferences — something diners want to see.
Keeping sustainability in mind.
Another benefit to localizing these assets is the opportunity to highlight a commitment to sustainability and waste reduction. Many franchises save costs and minimize waste by adjusting their supply chain and inventory management to both increase efficiency and tailor their offerings to local demand. With customers looking to support brands that reflect their own values, spotlighting that commitment to sustainability and local sourcing is another powerful way to attract and retain loyal diners.
Finally, a legal reason to invest in localization: Certain regulations change from state to state, particularly in regards to alcohol sales (Massachusetts doesn’t allow discounts on booze during happy hours, for example), and if menus aren’t reflecting the proper laws and/or legal language, it can put a franchise in hot water.
A note on digital localization.
We’ll keep the focus on printed assets in this blog post, but we did want to take a moment to note that localizing your online presence is just as important. Recent studies have found that 90% of diners research a restaurant online before visiting. They’re looking for menus, specials, photos that showcase the vibe and details on operating hours, parking and more. Giving the same thought to personalizing each location’s digital footprint that you do to its print menus will build customer confidence, support Google search rankings and make potential diners feel welcome before they even leave the house.
Find out more about how localized landing pages and microsites can help drive traffic to your restaurant.
Balancing localization & standardization.
Of course, localizing marketing assets doesn’t mean reinventing the wheel for every location. While localization allows restaurants to meet regional preferences, compete with local eateries, and stay relevant in evolving markets, standardization ensures a consistent experience across all locations, streamlines operations, and reinforces the brand’s identity. In short, a familiar, easily recognizable brand is just as crucial to customer loyalty as that personal or local touch.
So, how can restaurant franchise marketers achieve both?
Ensure your brand stays intact by locking in the elements that can’t change — brand colors and fonts, core menu offerings, any universal legal language (such as undercooked meat warnings) and any headings and taglines or slogans that remain consistent across the brand’s territories — and then making it easy for franchisees to change the elements that can.
The tools for the job.
Sound like a tall order? It can be, but with the right tools supporting both corporate and franchise marketers, localizing collateral without diluting the familiarity of the brand becomes a breeze.
OneTouchPoint’s U.Connect platform provides exactly those tools. It functions as a single source of truth to those locked-in brand components and the most up-to-date collateral, ensuring that, no matter how many franchise locations need customized materials, brand consistency is always on the menu. At the same time, its template and modular content capabilities make it easy to plug in custom blocks of text and imagery to tailor assets to a local audience. Customizable access controls and automated approval workflows keep assets secure and compliant and in-platform ordering empowers franchise owners to order the materials they need while the corporate team rests assured that both quality and budget are under control.
The result: Beautifully customized menus and other front-of-house collateral that center the familiar brand while integrating each franchise location into its own community and turning first-time diners into lifelong customers.
To learn more about how OneTouchPoint empowers franchises and multilocation restaurants to deliver localized dining experiences — alongside high-impact multichannel marketing campaigns — we invite you to request a live demo with one of our product specialists. We’d love to learn about your needs and discuss how OneTouchPoint and U.Connect can support your growth.