Handbook

Creating a unique selling proposition (USP) in the restaurant and bar industry is vital for distinguishing your establishment from competitors. A USP is more enduring and distinct than mere positioning or promotions. It’s forged through:

• Deep knowledge of your business and company;
• A thorough understanding of the tastes and preferences of your target audience.

This concept is particularly relevant in the restaurant business. When creating a USP, it’s crucial to determine:

• Whether your USP resembles competitors’ offerings. For instance, claiming “We serve the tastiest food” is likely a claim many others make;
• The logical consistency and believability of your USP. An implausible USP like “Our restaurant is almost always open” can be counterproductive;
• The significance and longevity of your offering for potential clients. A one-day special like “Half-price salads today” won’t significantly or sustainably boost your establishment’s appeal.

Answering these questions honestly will clarify whether you have a sufficiently unique proposition and if your restaurant will truly appeal to its target audience.

Let’s explore how your restaurant’s design project can contribute to creating a USP, offering some innovative and practical advice.

 

“Rustic” Style

 

For a focus on healthy, eco-friendly food, the interior can be designed in a “country” or “Provence” style with:

• Natural materials like wood or stone;
• Rectangular shapes;
• Understated natural textiles with soft, small floral or geometric patterns.

 

Modern Interior

 

Alternatively, “biodesign” style can be employed with:

• Smooth, rounded, and pliable forms;
• Bright colors in green, blue, and turquoise shades.

 

Eastern Influence

 

The popularity of Ayurveda and healthy eating can inspire an Eastern-themed restaurant, created with:

• Bright colors in red, orange, and ochre tones;
• Rich patterns and decorations;
• Unique Eastern textiles;
• A plethora of accessories like statues, tables, pendants, cushions in Indian or Arabic style;
• Use of materials like rattan, bamboo, and natural stone.

If your target audience includes students and faculty, the design approach needs to be different.

 

Coffeehouse Concept

 

Such an establishment should be cozy and conducive to long stays and repeated orders:

• Demonstrate various coffee brewing techniques;
• Feature a prominently placed bar counter;
• Equip with bookshelves and storage for student materials, and even a small library;
• Use eye-catching features like large chairs and fireplaces for professors, and large chalkboards for lively academic discussions.

 

A coffeehouse could be themed as an old ship’s deck or an exotic Brazilian tropical hut – the key is to unleash your imagination while aligning with your capabilities and resources.

This is an overview of USPs. If you’re looking to create a unique selling proposition for your restaurant, turn to me, Olesya Blashchenko, for design assistance and advice.