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It takes more than corporate consciousness for restaurant operators to create a shared value between their brands and their customers. Restaurant operators must now view obligation as opportunity and responsibility as relevance, said Denise Lee Yohn, strategy consultant and president of Denise Lee Yohn Inc.
Yohn spoke at the 2012 Fast Casual Executive Summit last week in San Diego. Her presentation highlighted five ways operators can achieve brand relevance in the minds of consumers.
The five levels are:
"Social consciousness is the growing belief you can do good and make money at the same time," Yohn said. "Getting to level five is a journey and an upward spiral of activities."
Operators need to keep in mind, however, that reaching each level requires the pursuit of brand meaning and value that also must be communicated in a compelling way. To reach a successful outcome, operators must:
If successful in their approaches, restaurant operators and their brands will have the ability to further connect and engage with their customers and employees in a way that inspires trust and loyalty. Other outcomes include:
"Finally, you want to evolve as you grow," Yohn said. "As you grow, more opportunities will come up."
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