Restaurateur
Saveliy Libkin

The first and the most unpromising version is marketing agency or any outside consultants. They will conduct a research and on its basis they will write tens of pages from which it will be clear that there are no these words in Russian language and they will have to specify what did they mean. Then they will look at you rather condescendingly and arrogantly, like, how could you still do not know what is “motto” and other words that can’t be translated into Russian. At best you will know that the positioning of your restaurant is very bad :)  and you should do something….And this is separate and veeery another money.

The second version and the most popular is do not be bother with the word positioning… I mean do not think about what the guests think about your business. They eat here sometimes, pay average money and this is enough. If they stopped to pay then we must to make renovations or to rebuke the director.

There is a version of dynamic work with this positioning…

But this is also rather troublesome and requires some efforts.  And also if the gusts do not match the target groupА  then do not care about this positioning and you get a displeased guests. And who is interested in the displeased guests? And the most interesting things begins here.

If the displeased guests are present then it’s time to ask them: how may I serve you?

And you will here the banal answer: we want sushi, more discounts; we want fast service and many other things. If they want then the alternative is always present. To do what they want and to get in the result 150 positions in the menu and more 50 positions in the different types of insert cards with offers. Here you will have to forget about the differentiation because things like this can be found everywhere. Or not to do what they want and to follow the image and differences and in this way to protect the target group from another guests.

But they also bring money… So we have some duality. Or the decent restaurant with clear depicted target group and expressive positioning (and a little less money) or a little more for some period but the target group is diluted together with spreading of all the rest.

There is one more version — do not think about it and to build your business according to the second principle or to the first one… but this is too sad.

Now let’s talk about intuitive version. If the restaurant has its guests and they like their staying in the restaurant, then it is not difficult to find out what exactly they like and how they call that thing for themselves. Actually this is the intuitive way. But it is important do not loose your way and to track clear every step, so that to intensify and do not spread the image. The only one danger is to find yourself under the vision of the hired marketing specialist or brand manager who began to act without examining the essence and as a rule he acts intuitively also…  And this is gross error because the intuitions are not summed up and do not coincide in this case. And the plain saying yes to the head does not allow to make strong decisions.

One more version* is to aim at the growing of brand manager inside the company, who is able to give a birth to the brand and to develop it. But here we have the following problem: dependence of the brand’s life from the personality of the brand manager. And because this brand manager is hired employee, in the case of his leaving the total change of concept takes place and not just change but its spreading. Very often brand manager is the only one bearer of its ideas and in the case of his leaving the opportunities for further development of the brand are lost.

* Opinion of the employee of the Resta Company

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