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There are plenty of restaurants out there. So, how do you make yours stand out? The secret ingredient is branding. A successful restaurant brand is more than just a logo or colour scheme. It’s a personality that customers connect with, and it sticks with people long after they leave your restaurant. Your brand is the story you tell, the experience you create and the way you keep customers coming back. Here’s how to build a brand that turns first-time visitors into loyal fans.
Step 1: Define your restaurant brand
Before jumping straight into picking a logo or paint colours, you’ll first need to dig deep into who you are as a restaurant.
Define your mission
A well-built brand starts with a foundation that clearly expresses your values and what matters to you. What drives your restaurant? Your mission is the purpose behind everything you do. Maybe you’re focused on providing an intimate experience that brings people together. Perhaps you’re passionate about using sustainable ingredients to create delicious flavours. Or serving up food with a story, grounded in tradition and crafted with care. Knowing what you stand for will guide everything from your menu to the way you connect with customers.
Take Fishbowl, for example, where the founders built a clear and purposeful brand driven by their mission.
We felt like we were solving a really simple problem. Why couldn’t we get our hands on tasty, healthy food that was acceptable? Particularly in a city like Sydney or a suburb like Bondi? Why isn’t there a salad bar? Why isn’t there a place that we can go, spend under $20 and come away feeling good, healthy and fulfilled with what we’ve eaten? That’s how we started.”
Nathan Dalah → co-founder of Fishbowl
Know your audience
The more you understand your customers, the easier it is to create a brand they love. Who do you want to attract? What excites them? If your customers are big on fresh, healthy food, your brand might be bright, clean and energising. Running a cosy neighbourhood spot? Warmth and friendliness might be your thing. Thinking about your audience helps shape your brand and create a setting that feels just right for them.
Pinpoint what makes your restaurant stand out
What sets your restaurant apart? It could be a signature dish, a lively atmosphere or a unique concept no one else has. Whatever it is, lean into it. It’ll help make your brand memorable and give customers a reason to pick you over the competition.
Develop your brand personality
Just like people, brands have personalities. Is your restaurant warm and inviting? Fun and cheeky? Old-fashioned and charming? Elegant and refined? The vibe you create influences how customers experience your brand.
Step 2: Create a strong restaurant brand identity
Once your brand is defined, it’s time to bring it to life. A strong identity draws attention, whether someone’s walking by your restaurant or scrolling through their Instagram feed.
Design your logo and visual identity
Your logo is the face of your brand. It doesn’t need to be fancy – just something easy to recognise and true to your restaurant’s personality. Colours, fonts and design elements all set the tone for your brand. Warm, earthy shades work well for a rustic, farm-to-table concept, while a sleek, modern font suits a fine-dining establishment. Is your restaurant a high-energy hotspot? A dynamic design with bold colours might be perfect. Carrying these choices through to other parts of your branding (signage, packaging, website etc.) creates a cohesive look and feel. Get more tips on designing a logo for your business.
Develop your brand voice
Think of your brand as a person – how would it talk? How you communicate with customers through your menu, website, marketing, social media and even in-person interactions shapes your brand’s personality. A light-hearted voice creates a different experience than one that’s more formal. Whatever your style, keeping it consistent makes your brand feel familiar and authentic across every touchpoint.
Blunt, sassy and unfiltered, Kosta’s Takeaway is as loud and proud as owner Benjamin Terkalas and his Greek heritage.
I would describe Kosta’s tone of voice as ‘I don’t give a f***.’ Very unapologetic, they say what they mean. No bulls***, no bells and whistles. And that came from a lot of what Benji is, but also, we’re all ethnic in our upbringing, so a lot of what we were exposed to and raised around comes through in that. The people around us, particularly the older generation, just say what they mean.”
Craft your interior design and atmosphere
From the moment a customer enters, the atmosphere instantly conveys the vibe of your restaurant. Everything from lighting and furniture to music and staff interactions contributes to your brand’s identity.
Fishbowl combined their founders’ passions for dining, design and fashion to create spaces that are fresh, thoughtful and minimal – much like their food. It’s reflected in every detail, from their uniforms to their tech tools. “This is also why we decided against going with the big, bulky, computer-like traditional point-of-sale systems at our checkout,” shared Nathan, explaining why they chose to work with Square. “We need our technology to be minimal fuss and look good in our stores.”
Design a branded menu
More than just a list of dishes, your menu is an opportunity to show off your brand. Fonts, layout and descriptions all play a role in telling your story. Want to highlight a fun, casual energy? Quirky dish names and playful descriptions add personality, like Vegie Bar’s Burgernator (“The burger to destroy all others”). Going for a sleek, high-end feel? A minimalist design with elegant language might be the way to go. To make your menu work even harder for you, learn how to design a sales-boosting menu.
Create branded packaging
If you offer takeaway, delivery or catering, your packaging can be an extension of your brand. Custom boxes, cups or bags with your logo turn every order into free advertising when customers carry them through the streets.
Step 3: Market your restaurant brand
With your identity in place, it’s time to get the word out. With marketing, you can build recognition, attract new customers and turn them into loyal fans.
Build a strong online presence
Your restaurant’s online presence is like a digital welcome mat. Diners will browse your menu, read reviews and check out your social media before visiting. Nearly three-quarters of Aussies said they’re likely to visit a restaurant’s website, as the 2025 Square Future of Restaurants report found.
Your website should feel like an extension of your restaurant: same vibe, same personality. Ensure it’s clear, easy to navigate and visually inviting. You’ll want your website to share your story, showcase your menu and provide all the essential details like your location, hours and contact info. With Square Online, for example, you can customise your website with stylish themes to match your brand – and set up online ordering right from your website. Doing so keeps your branding consistent across your digital channels for a smooth customer experience, whether they’re just browsing or ordering food to go.
Social media is a visual feast for your brand, giving potential diners a taste of what you offer. Platforms like Instagram, Facebook and TikTok allow you to tell your restaurant’s story, show off mouth-watering photos and videos of your dishes, and share behind-the-scenes moments. Don’t be afraid to get creative! The more engaging and authentic your content, the more likely people are to follow – and visit.
Engage with customers
Interacting with customers beyond the walls of your restaurant is key to building a brand that feels personal and connected. From chatting with customers online to replying to reviews, staying in touch shows your customers you care. Inviting diners to share their feedback through a customer feedback tool not only helps you improve but also strengthens your relationship with them. Plus, you can showcase positive reviews on your online platforms to build credibility, thank your customers and reinforce what makes your restaurant special.
Engaging with followers on social media makes them feel like they’re a part of your brand. Responding to comments and showing appreciation go a long way. Encourage diners to share their experiences by tagging you in their posts – it adds authenticity to your brand and expands your reach organically. Want to take it further? Team up with local influencers to get your brand in front of a whole new crowd.
Keep those connections going by sending personalised email campaigns. Whether it’s a special promo, a new menu item or a simple ‘thank you’ for dining with you, it helps your brand stay fresh in people’s minds.
Sell branded merchandise
Offering branded merch is a fun way to promote your restaurant while bringing in extra revenue. Imagine your customers out and about wearing your restaurant’s logo or sipping from your branded cup. Your fans get to grab a piece of your brand, while helping to spread it far and wide whenever they use your products.
Connect with your local community
Being an active part of the community makes a real impact in strengthening a brand. Consider hosting events, collaborating with nearby businesses or getting involved in local causes. People love supporting restaurants that give back or contribute to the local scene – it makes your brand feel like more than just a business.
Building a brand for your restaurant is an ongoing journey, and there’s always room to grow and improve. You can take things further by streamlining order management, simplifying staff scheduling and even rewarding your loyal customers. The key is always looking for ways to enhance the experience you offer – whether through better efficiency or showing your regulars just how much you appreciate them. Keep building and refining, and your brand will continue to thrive.
