Promoting a restaurant brand identity using menu
Pavel, Mirshavka (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024053119121
https://urn.fi/URN:NBN:fi:amk-2024053119121
Tiivistelmä
This thesis delves into the relationship of a restaurant menu to the brand identity of a restaurant and explores how brand evoking features are used in the restaurants menus. The study diffirintiate between brand image formed in the minds of customers and brand identity that is business’s narrative that they try to maintain. Focusing on the restaurants in Tripla shopping center, the research examines the principles and practies of branding.
The study adopts a resrarch approach and utilizes sampling study of 3 restaurant menus: Pupu, Pancho Villa and Limone. The menus were analysed against menu attributes such as sover design, physcial design format, menu layout, typeface, imagery, colour and paper quality. Further, the brand indentity and brand image concepts are introduced to draw the difference between the restaurant’s own representation of itself and the image fomed in the minds of customers.
The key findings suggests that not all the restaurants have a strong brand identity. On top of that, not all the menus were able to reflect the brand’s identity of restaurants. Only Pupu was able to demonstrate a great degree of consistency between brand image and brand identity.
The study adopts a resrarch approach and utilizes sampling study of 3 restaurant menus: Pupu, Pancho Villa and Limone. The menus were analysed against menu attributes such as sover design, physcial design format, menu layout, typeface, imagery, colour and paper quality. Further, the brand indentity and brand image concepts are introduced to draw the difference between the restaurant’s own representation of itself and the image fomed in the minds of customers.
The key findings suggests that not all the restaurants have a strong brand identity. On top of that, not all the menus were able to reflect the brand’s identity of restaurants. Only Pupu was able to demonstrate a great degree of consistency between brand image and brand identity.