National Expansion...Taking Your Brand Outside of London
Expanding your restaurant business beyond its original location is a dream that many restaurateurs aspire to achieve. Whether you run a cozy bakery or a bustling gourmet burger joint, the path to becoming a beloved national or regional brand is not without its challenges. A number of our customers have gone through this journey over the past 12 months (e.g. HOP, Neat Burger), so for this article we analysed a range of growing restaurant chains, to uncover some of the key things restaurateurs should consider when looking to take the step into the unknown…
Gradual, Calculated Growth
One of the most striking commonalities among these successful restaurant chains is their approach to expansion: gradual and calculated. Rather than rushing into uncharted territories, these brands took an incremental approach. They began by establishing a strong presence in their home cities, typically starting with just a handful of locations. Once they had honed their operational capacity and solidified their brand identity, they embarked on regional expansion. Only after achieving success on a regional scale did they venture into the national arena. This measured approach allowed them to maintain control over their growth and ensure that quality and consistency remained at the forefront.
Versatile Formats
Real estate can be a make-or-break factor in expansion. To overcome this challenge, the brands featured in our research embraced versatility in their site formats. They didn't limit themselves to traditional full-size restaurants. Instead, they explored compact kiosks, in-station units within transportation hubs, and other innovative formats. This flexibility in real estate choices enabled them to tap into high-traffic areas, including transit hubs, which proved to be strategic locations for expanding their customer base.
Localisation
While maintaining core menus and brand identity, these chains recognised the importance of adapting to local tastes and preferences in new markets. They cleverly tailored their offerings to resonate with regional preferences, often incorporating locally sourced ingredients and collaborating with local chefs. This approach ensured that customers in different locations could find something familiar on the menu while also enjoying a taste of the local food scene.
Prime Locations and Brand Consistency
Location, as they say, is everything. The successful restaurants featured in our research strategically selected high-traffic areas, such as busy shopping streets, transportation hubs, and popular tourist destinations. These prime locations maximised visibility and demand, laying the foundation for their growth.
However, it's important to note that while the physical sites might vary, brand consistency was non-negotiable. Maintaining the same level of quality, service style, design aesthetic, and overall dining experience across all their locations is absolutely key. This consistency was especially crucial as they expanded into new regions, ensuring that customers received the same exceptional experience, regardless of the restaurant's location.
Embracing Digital Innovation and Strategic Partnerships
Leveraging digital platforms, including mobile ordering, loyalty programs, social media marketing, and search engine optimisation, is critical to build awareness and boost sales. These digital tools not only help to connect with an existing customer base but also to reach new audiences.
Strategic partnerships played a pivotal role as well. Collaborations with landlords, travel hubs, and delivery services opened doors to new locations and consumer segments. These partnerships provided access to spaces that might have otherwise been challenging to secure and facilitated efficient service in transportation hubs and other unconventional locations.
If you’re thinking about taking your restaurant business to the next level, and exploring the option of expanding locally or nationally, please reach out to us for some advice at info@twicebaked.uk!