We won’t be offering up the secret recipe and spices we incorporate in our mouthwatering seafood boils anytime soon. But, it’s no secret that any franchise’s success boils down to brand consistency – from menu offerings and atmosphere to strategic language and messaging.
As a restaurant franchise with multiple locations, it’s crucial to have uniformity across franchises, so consumers know what they can expect at any restaurant that bears your name. One key way franchisors ensure consistency for franchise owners is with a strong, unique and instantly-recognizable brand voice and identity.
At Angry Crab Shack, our menu language and in-store décor both speak to our casual, family-friendly concept, and we’re sure to include this same brand image in everything we do.
Here’s a little more on the Angry Crab brand voice, how we use it to our advantage and how you can cultivate a unique voice at your restaurant franchise:
Creating Your Brand Identity in a Pinch
The first part of establishing a brand identity is determining what your purpose and positioning is. The brand purpose is the main reason for your existence, while brand positioning is how you present your brand to consumers and set your business apart from your competition.
Defining these characteristics will inform your strategy as you create a logo, decide on a color palette, determine your brand voice and move forward with other branding elements.
While this stage is crucial for any successful business – particularly in the increasingly experience-driven restaurant space – it’s also a step that many business owners erroneously neglect.
At Angry Crab Shack, we have been able to ensure our own success with a clear brand purpose and position from the very beginning. And although we’ve been on the seafood scene for years, after cultivating a one-of-a-kind brand identity – and never straying from it – we’ve been able to carve out a niche within the growing industry.
As a casual seafood restaurant concept that draws on Cajun and Asian flavors – as well as fun food presentation and a laid-back dining environment – we create an unparalleled dining experience for our guests.
The casual ambience of our backyard-style casual eateries, with high-quality but fairly-priced fare, has been central to our overall branding strategy. No matter which location they frequent, because of our consistent brand image and voice, guests know they can count on Angry Crab Shack for a unique, down-home experience with quality seafood at an affordable price point.
Angry Crab Shack Brand Voice in Action
First, we identified the atmosphere and experience we wanted to create for guests every time they come to an Angry Crab Shack restaurant. Then we were able to craft our brand voice – laid-back, quirky and with a little attitude – to reflect that unique dining experience in every way.
We’ve included our down-home, laid-back style and voice in everything from our social media channels, website and marketing materials to our restaurant ambience and menu.
Before guests even walk through our doors, they know from our online presence they’re in for a one-of-a-kind, unorthodox and welcoming experience. A strong online brand voice has become especially important in today’s digital age, where a whopping 86 percent of diners check out a restaurant’s website and online menu before deciding to try it.
Our priced-by-the-pound, straightforward seafood menu informs guests about our wholesome, no-frills philosophy before they even walk through our doors, or immediately after they’ve been seated. With a fun take on regular menu item names like ‘Angry Edamame’, ‘Cajun Fries with an Attitude’ and ‘Bread for Soppin’’, we make it clear to our customers we don’t take ourselves too seriously.
Staying a Big Fish in a Growing Pond
Not only does a strong, consistent brand voice help you stand out from the competition when you’re getting your restaurant up and running, it’s also essential in constantly solidifying your place in an ever-expanding restaurant industry.
This will give your franchise a clear-cut identity that can help it to stand out from competitors in a crowded and noisy marketplace.
At Angry Crab Shack, we’ve mastered our brand voice and use our down-home, casual/family-style brand voice to stand out from competition, attract guests and drive sales for franchise owners.