The Creative
The Logo
The name of a restaurant or bar is much like the name of a person, in that it is not always critical or important for success. There is only an issue or problem if the name is unpronounceable, offensive, or misleading. The Logo is a different story and the way it looks is one of the most important elements of the restaurant or bar brand. The Logo says a lot!
The Logo is not just a word or a name, but the look and feel of the way the word is designed and laid out says everything. It must be easy to read and simple to understand and pronounce. It also needs to look "original", unique, and memorable. Clayton worked on many concepts, serving and selling many styles of food and beverage, and in-house products. Sometimes your current logo only needs slight modifications and sometimes a big change will give you a big improvement.
This is what Clayton does well!
Outlet & Interior Design & Decoration
Of course, there are some great interior designers out there that can get your basic layout, look, and feel of your restaurant started. These designers are important to ensure fundamental and legal aspects of the layout get approved and work well.
However, in terms of your concept, often architects and interior designers do not fully understand what is needed to best operate the bar or restaurant. Many of these "nice" and "creative" designs do not have the operational concept of the restaurant and bar in mind.
The interior and exterior of the concept include many subtle and specific design features in the Furniture, Fixtures, and Equipment (FF&E) – and accessories (walls, lights, flooring, and artwork).
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All of these elements are important for creating a great new concept, however, a re-branding or modification of an old and existing concept can be made great again by creatively considering these elements.
Menu Design
So much of the look and feel of the menu can help you sell your offerings. It also gets your customers to understand who you are. For the layout and design of the menu, it is critical to get to the point and not confuse your customers.
Some concepts simply present the one menu set-up on the entrance wall or behind a counter. Some menus are single or double-sided, while some feel like a book. Some restaurants and bars have several different menus to present to customers based on time of day or the customer’s needs.
Menus with photos of food can be effective if used properly and done well. There are reasons to use photos on the menu and there are reasons not to use photos. Clayton can discuss which reasons work best for you.
Team Uniforms
From fast-food outlets to fine dining restaurants, all concepts need some form of uniform for staff members in the restaurant and bar. Some staff uniforms are included “top to bottom” - from the hat down to the shoes and all items in between. Some uniforms are simply with an apron branded with the logo.
The look and feel of all staff members in a restaurant or bar can set a tone to customers and identify the style of the overall concept. How the uniform is designed and used can make a huge and critical difference to the ultimate success of the concept.
Website & App Design
All businesses need a website, basic or complex, and restaurants and bars are no different. A website is a great place to show who you are, where you are, what you offer, and even what you look like. Keeping your website up-to-date, modern, and fresh is important. Clayton will help you explore what needs to be on your website to engage customers to allow easy ordering, find you quickly, see what you offer (including specials), and even help you find new staff for your business.
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Mobile Apps can help customers order food and other products directly from your restaurants. Are you missing customers because your concept is not part of the digital and virtual age?
Advertising & Social Media
There are a million ways to improve your business through advertising and promoting, based on your budget and/or creativity. There are also many unique and interesting directions to communicate with your current and potential customers, but of course some work better than others.
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The ways to contact customers has greatly changed over the years, and there are many new and affordable ways to promote your business in a unique, original, and effective way.
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Some restaurants and bars have larger budgets than others, but Clayton feels being creative is often more effective than simply pushing in every possible direction, regardless of budget. Through the years, Clayton has developed (through research and testing) the best mix for each of my specific restaurants and bars, and can do the same for your success.
Marketing & Promotions
Marketing and promoting your concept for every outlet is critical to building your brand for the long term. It helps create awareness, increases revenue, and grows your business. There are many ways to market and promote your business, but being consistent and true to your concept is important.
It is essential to understand your current and potential customers in order to discover what works best for your business. Clayton has worked on hundreds of marketing and promotional ideas with great success. There are fundamental ways to market and promote, and there are creative and clever ways as well.
Sourcing Goods & Décor
So much of a great restaurant and bar concept has a memorable “look and feel” element within the outlets. They often also have great products that they use and/or sell to increase revenues, to define the decorations, and the overall concept.
For over 25 years of success with many memorable restaurants and bars, Clayton has extensive experience sourcing goods and décor from around the world. Being able to find, create, design, and test these goods and décor are important aspects of all successful restaurants and bars. He can help you identify what works best for your concept.
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