Understanding the Application of Brand Positioning in the Culinary Business

In the increasingly competitive F&B industry, brand positioning is essential to help potential customers discover and remember your culinary business.

With the right strategy, you can create an impression that distinguishes your product from competitors.

You can also leverage platforms like Instagram, TikTok, or GoFood to strengthen your brand image.

Understanding Brand Positioning for Culinary Businesses

Brand positioning is a strategy to create a unique impression in the minds of customers.

It’s not just about a logo or tagline but about how your culinary business stands out with strengths that set it apart from competitors.

With competitive pricing, attractive promotions, appetizing packaging, and memorable customer experiences, brand positioning can make your product the top choice.

Understanding STP in the Culinary Business

Before discussing examples of food and beverage product positioning, it’s essential to understand the concept of STP in marketing.

STP—Segmenting, Targeting, and Positioning—is the three key elements in a marketing strategy that help create effective brand positioning.

1. Segmenting

Segmentation is the initial step to better understand the culinary business market.

This process involves grouping customers based on specific characteristics, such as health food enthusiasts, fast-food lovers, or traditional food fans.

By segmenting, you can identify the specific needs of each group, making it easier to craft the right marketing strategy to reach them.

2. Targeting

Targeting is the process of selecting the most potential market segment for your culinary business.

For example, do you want to focus on customers looking for quick lunches, families dining out, or organic food communities?

With proper targeting, your business can focus on customer groups that are relevant and offer the best opportunities for maximum profit.

3. Positioning

Positioning determines how your culinary product is perceived by customers compared to competitors.

This could involve taste superiority, solutions offered—such as healthy menus for busy customers—or unique experiences, like creative presentations or more personalized service.

With the right positioning, your product can stand out and become the customer’s top choice.

Read also: 5 Ways to Plan a Culinary Business for Profits

Defining Brand Positioning in the Culinary Business

Source: Freepik.com

Brand positioning is the key to making your culinary products recognizable and memorable to customers. Here are positioning types you can apply to strengthen your business image:

1. Product Category / Attributes

Make your product easily recognizable with unique attributes, such as attractive packaging, creative logos, or appropriate portion sizes.

For instance, fast-food restaurants known for their bold-colored logos and economical portions. This strategy ensures your product stands out in the category you’re in.

2. Product Excellence

If your culinary product has specific advantages, highlight them! For example, bread made from organic ingredients or coffee with a distinctive flavor from selected beans.

This type emphasizes what makes your product superior to competitors.

3. Customer Benefits

Focus on the benefits customers feel directly. For example, a restaurant offering healthy and low-calorie menus for health-conscious customers.

This strategy highlights tangible benefits that make customers choose your product.

4. Brand Uniqueness / Quality

Show what makes your culinary business different, whether it’s high-quality ingredients, friendly service, or a unique concept.

For example, cafes using the best local ingredients or restaurants offering satisfaction guarantees.

5. Brand Personality / Image

Build a brand "personality" that suits your target market. Does your restaurant want to appear "family-friendly," "classy," or "aesthetic”?

For instance, fine-dining restaurants emphasizing exclusivity or eateries known for warmth and simplicity.

6. Value or Price

Position your business based on price or value provided. Are you offering high-quality food at affordable prices, or a premium culinary experience at exclusive rates?

This strategy helps attract customers in line with your market segmentation.

Implementing Brand Positioning in the Culinary Business

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To make your culinary brand recognized and loved by customers, proper brand positioning implementation is crucial.

Here are some tips to help your brand stand out:

1. Uniqueness

Ensure your culinary business has unique traits that set it apart from competitors. For example, a menu concept that only uses organic ingredients or eco-friendly packaging reflecting your business values.

This uniqueness will make customers remember your product.

2. Relevance

Uniqueness alone isn’t enough; ensure your culinary business is relevant to customer needs. For instance, if your target market is office workers, offer practical and fast meals that fit their lifestyle.

3. Consistency

Maintain consistency in your brand message and experience. For example, if you’re known as a "healthy food" restaurant, ensure all menus, promotions, and restaurant designs support that positioning.

4. Credibility

Avoid exaggerated claims that are hard to prove. Instead, build customer trust by providing real evidence, such as customer testimonials, ingredient quality certifications, or awards received.

Credibility strengthens your business image in customers’ eyes.

Read more: 6 Alternative Strategies to Deal with the 12% VAT Increase for Culinary Businesses

Conclusion

Remember, brand positioning is not just about a logo or tagline but about creating a unique impression that sticks in customers’ hearts.

Support this strategy with a reliable POS system to improve service and effectively manage data.

The combination of both will help your culinary business become customers’ top choice. Good luck!