Coming out of COVID-19 with positive brand momentum

Coronavirus brand strategy for restaurants, hotels, and beverage brands

Let’s state the obvious: During this COVID-19 pandemic, restaurants are being left without dining rooms, and sometimes without essential staff. Operating in your core competencies—serving food to restaurant patrons—is severely hampered. Even if you’re fortunate enough to have a drive-thru or a strong delivery business, you, like all of us, are left asking some extremely important […]

3 Keys to Successful Restaurant Branding

Don’t worry, I won’t start this off with “a logo isn’t branding.” We’re going to presume that you know that already. Instead, I’m going unveil the critical elements of successful restaurant branding and how you can use them starting right now. Here are three keys to pushing your restaurant branding efforts forward: 1. Build the restaurant […]

Joseph lends his restaurant branding expertise to Vox & Washingtonian

Joseph chimes in on Vox.com and The Washingtonian

Principal, Joseph Szala, lends his expertise to two articles about restaurant branding and naming. The first article discusses the nuances of restaurant naming and how it pertains to a new fast casual restaurant in Washington, DC. The second, published on Vox, speculates the real reasons for Hooters’ decline. Is it the uniform? The format? Millennials’ […]

Revolutionizing Restaurant Brand Experiences – Joseph’s talk at the FED Summit

Revolutionizing the restaurant brand experience - Joseph's FED talk

I had the honor of speaking to a fantastic group of food service and equipment professionals this September in Chicago, Illinois. The focus of my talk was on the future, distant and near, of restaurant brand experiences, and how they’re changing. From bots to 3D printed food, I posed serious questions on the roles of our […]

The most expensive thing you’ll ever say: restaurant tagline do’s and don’ts

At a recent lunch with the Vigor team, someone brought up a chain restaurant slogan that they just couldn’t stand. It had a major cringe-factor, and didn’t communicate much. After throwing around some equally cringe-inducing variations on the tagline, we felt the need to do something constructive. So we thought some restaurant tagline do’s and […]

Know Thy Position—Strategy Series Part One

This article is the first of a 5-part series about Vigor’s strategic framework. Imagine that you’re preparing to interview for your dream job. As you carefully comb through your wardrobe, you imagine how each item might strike the interviewer—this shirt is conservative, these glasses make me look smart, these socks are coy, et cetera (we […]

Killing the Colonel, one snicker at a time

Originally posted on Medium.com For those of us desperately holding onto the cusp of the Millennial category, Colonel Sanders is an icon we remember fondly. He was a jovial Southern gentleman who only cared about making darn good fried chicken for his guests. He may have been a bit overprotective of his recipe, but who […]

Consumer connections are the key to impactful marketing

Originally published in Restaurant Hospitality Magazine, read the article here. The other night a new commercial for a restaurant chain caught my attention. It wasn’t the content nor was it the offer that snatched my curiosity, but rather the utter monotony and lack of anything new. The moment sparked a dive into my mental catalog […]