When & How to Execute a Restaurant Rebrand

Execute a timely restaurant rebrand to refresh your restaurant and draw in new customers.

According to a recent report, restaurant sales are projected to grow to more than $1.5 trillion this year, and nine out of 10 survey respondents enjoy visiting restaurants for flavors they can’t replicate at home.

This is great news if you’re a restaurant owner or manager. Yet, every restaurant, no matter how well-loved or well-established, eventually faces a crossroads.

Should you stick with your current branding or evolve? This isn’t a decision to make quickly. You want to analyze your foot traffic, demographics, and new markets.

Rebranding may be the answer if you want or need to reposition your restaurant for long-term success. (tweet this) If you do it right, success is yours. If you do it poorly, you may waste time and money and even alienate loyal customers.

So, let’s look at when and how to execute a restaurant rebrand so your restaurant soars to success.

When to Consider a Restaurant Rebrand

Before we look at how to rebrand your restaurant, let’s look at the many reasons you may want to consider it.

1. You feel like your concept is outdated or ineffective. Take a look at your menu, your interior design, or even your brand messaging. If it’s outdated, you may find your target market takes a pass on dining with you. Do be careful here, old doesn’t mean bad. But, if your concept is viewed as tired or outdated, that may cause a problem. Classic is ok, but stale is not.
2. You want to target a new demographic. Perhaps you want to appeal to a younger crowd. Or maybe you want to target families or even a higher-end clientele. If your current brand doesn’t align with your new targeting, a rebrand can help reposition your restaurant.
3. Your sales and traffic are dropping. Before using these statistics to rebrand your restaurant, do a little research to really Guage why these metrics are dropping. If you find that your revenue drops are persistent, and you have fewer reservations, or even take out orders, it may be a sign that your restaurant isn’t what people are looking for. Do note that rebranding doesn’t fix poor service, food quality, or food taste. If all those things are positive, you may find that refreshing your image revives customer interest in your restaurant.
4. You’re ready to expand. If you’re ready to scale your restaurant, you want to make sure your branding is consistent. This makes it easy for you to scale your restaurant and be recognizable wherever you are.
5. Something happened, and your restaurant brand has a negative association. For example, if your diner is tied to controversy, a health violation, or numerous bad reviews, a strategic rebrand gives you a clean slate. Do make sure to fix all the issues that caused the negativity before rebranding.

Execute Your Restaurant Rebrand

If you’ve decided to rebuild, you want to build a clear, structured plan. Rebranding is much more than designing a new logo. It’s about redefining your identity and how customers experience your restaurant.

Here’s how to execute your restaurant rebrand:

Step #1: Audit Your Existing Brand

Before you can decide what to change, look at what’s currently working and what isn’t. Talk to your staff, loyal customers, and even online reviewers to get honest feedback. Look at:

• Customer perception of your restaurant
• The menu popularity of each item
• Your visual branding (logo, signage, and website)
• Your Brand voice (social media, email marketing, and reviews)
• The physical space of your restaurant, including the decor, layout, and ambiance

Decide how your current brand identity does or doesn’t align with your new goals.

Step #2: Define the New Brand Strategy

Next, decide what you want your new restaurant brand to represent. Ask yourself and your team:

• What is your restaurant’s mission and vision?
• Who is your ideal customer?
• What values should your restaurant brand express?
• What tone should your messaging carry (e.g., fun, elegant, casual, family-friendly, or rustic)?

Work with a branding expert or creative agency to develop a brand positioning statement. This explains who you are, what you offer, and why you’re different from other restaurants.

Use your restaurant branding to improve not only your visuals but also your operations and procedures.

Step #3: Update Your Visual Identity

Now that you have your new strategy in place, it’s time to work on the visual components. They should be consistent and memorable. Key elements include:

• Logo: Make it simple, recognizable, and scalable across media.
• Color palette: Should reflect your restaurant’s mood.
• Typography: Modern or classic, depending on your tone.
• Imagery: Consistent use of photography, illustrations, and symbols.
• Menu design: Matches the new visual direction.
• Digital branding: Make sure your website, social media profiles, and ads match the new branding.
• Other visuals: Pay attention to your signage and uniforms, too.

Step #4: Revise Your Menu

If your rebrand includes a new culinary direction, like transitioning to farm-to-table or adding global fusion flavors, you want to ensure the menu reflects this. (tweet this)

Be careful not to alienate loyal customers. Consider keeping a few “legacy” items or introducing changes slowly over time. Use the menu as a storytelling tool to highlight new dishes.

Step #5: Train Your Team

Your staff are brand ambassadors, and you want to make sure they:

• Understand the new brand message and mission.
• Use the correct language and tone when speaking to guests.
• Don’t complain about your new visual identity, such as your new logo or uniforms.
• Are trained and familiar with new menu items or operational changes.

Step #6: Plan a Strategic Rollout

Timing and communication are key to a successful rebrand. Here’s how to roll it out smoothly:

1. Choose the right timing: Avoid holidays or peak business seasons unless your rebrand is part of a larger promotional push.
2. Create buzz: Use teaser posts, countdowns, and sneak peeks on social media. Build anticipation.
3. Host a launch event: Invite loyal customers, local media, and influencers to an exclusive preview.
4. Update online directories: Change your name, logo, hours, and other info across Google, Yelp, OpenTable, TripAdvisor, and more.
5. Monitor and adapt: Once launched, monitor customer feedback closely. Make small tweaks based on how people react.

Step #7: Market Your New Brand

Once your rebrand is live, continue to market it consistently through:

• Email campaigns announcing the rebrand and any promotions.
• Social media storytelling through video, including behind-the-scenes design decisions, chef interviews, and more.
• Local partnerships with event hosts, food bloggers, or nearby businesses.
• Press outreach to food and lifestyle publications.

Emphasize what’s new but communicate what’s staying the same. Do this especially if you have a loyal customer base.

Final Thoughts on When and How to Execute a Restaurant Rebrand

Rebranding a restaurant can be powerful when done well and timed right. With extensive research and planning, a rebrand can revitalize your restaurant and attract new customers.

Finally, don’t rush the process. Rebranding is part art, part science. Whether you’re pivoting to meet market demands or simply ready for a new chapter, follow the right steps to reintroduce your restaurant with confidence.

Is your website ready to showcase your rebranded restaurant? At Restaurant Engine, we can create a website for you that highlights your rebrand. Your website is the centerpiece of your online marketing, and it needs to look beautiful and perform well. You can also count on us to create an amazing website that is optimized for SEO and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your rebranded restaurant!  

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today! 

Images: Claudio Schwarz and Dushawn Jovic on Unsplash