brand as business bit: 

“A strong concept that has the potential to evolve into a brand”

is among the five criteria for a successful fast casual restaurant concept, according to Don Fox, CEO of Firehouse Subs.  Speaking at an education session at the National Restaurant Show earlier this week, Don shared his insights about growth.

His point resonated with me, as I had just commented to a colleague that many restaurateurs fail to realize that a successful restaurant brand has to be about more than the food.  Having worked in the restaurant business for over 20 years, I find that too often aspiring restaurateurs develop a new food concept and think they have a viable business.  Certainly the food has to be right.  But a brand is also based on all the other elements of the experience – service, presentation and packaging, pricing, facilities, ambiance, culture, personality, etc.  And restaurateurs need to ensure these elements are as differentiated – and well-executed and continuously innovated upon — as the food.

P.S. Check out my video recap of the show, including popular products, sound bites, and other highlights.