Skip main navigation

Communicating your Brand through your Menu

One of the first considerations when planning your menu is how you are going communicate your brand.
Picture showing 'Power of Brand' with arrows to growth, sales, customer, growth and success
© International Culinary Studio

One of the first considerations when planning your menu is how you are going communicate your brand.

Your brand is:

  • Your mission and purpose – why do we exist?
  • What are our values – the beliefs that drive our company.
  • Our personality – if your brand was a person what type of personality would it have?
  • How do you differ from you’re your competitors?
  • If your brand was a person, how would it communicate? You have to understand who you are and why you exist before you can determine the best way to communicate your brand…from your menu, to the service, from the music to the culture.

What is a brand identity?

Brand identity is the impression in the consumers’ mind of a brand’s total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through marketing campaigns with a consistent theme and is authenticated through the consumers’ direct experience. Most companies decide on what that brand image should be and then work hard to communicate the brand image to the customer.

Activity: look at the following picture with some of the world most famous food brands, take a couple of them and explain our impression of them, why do you think you have this impression?

Various famous food brands

What does the following menu tell you about their brand?

Menu

Activity

Please look online at menus of a few restaurants in your area. How and what do they communicate about their brand?

Discussion

When you did your menu research, what were some of the things that you picked up about the restaurants and how they conveyed their brand?

Leave your findings in the comments section below.

© International Culinary Studio
This article is from the free online

Introduction to Menu Engineering

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education