The 8 key traits of brand value

Ever wondered how potential buyers determine the value of your pizzeria? Here’s what you need to know!



 

Q What makes my restaurant valuable?

 

A: I have interviewed thousands of restaurant operators and employees, from waitstaff, dishwashers, chefs and owners to accountants, consultants, investors and bankers, about the qualities that third parties value most in a restaurant. One thing is certain: It’s not just about a dollar amount. Brand value and image are just as important.

I’ve distilled my research and narrowed brand value down to eight key traits: 1) bottom-line strength; 2) top-line sales; 3) personnel management; 4) cost controls; 5) regulatory compliance; 6) differentiation; 7) customer relations; and 8) supplier relationships.

You must address all of these points at different times; focusing too much on one area could lead to deficiencies in other areas. If you hire more people than you need to improve customer service, labor costs will cut into your bottom line. Inconsistent portioning of ingredients can amplify your food costs and hurt your bottom line. You’ll need to implement cost control systems and train staff to follow recipes and deliver consistent product. Leaving anything in the kitchen to chance—or to staff members’ individual tastes—is a recipe for chaos. That can diminish the customer experience and hurt top-line sales.

To increase your store’s value, you’ll need to create systems and processes for each of the above-listed areas. Start by making a list of the eight brand values listed above and decide how to measure results for each value through your daily operations. For regulatory compliance, for example, gather all of the inspection scorecards used to monitor your restaurant’s performance. Be proactive, measuring your own performance and looking for any problems that could get you in trouble.

Once these lists are made and a monitoring process is established, you’re well on your way to starting an operations manual, if you don’t already have one. Meanwhile, get buy-in and feedback from all waitstaff through incentives and create a culture of monitoring habits.  Tie results to rewards, such as gift cards or other fringe benefits for the staff.  

Monitoring systems drives branding, which increases restaurant value. It feels great to be able to brag about your bottom-line strength and then negotiate supplier relationships or attract top employees due to an awesome brand value! 

 

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

Recipe of the Month: Roasted Cauliflower and Prosciutto Pizza

Polly-O crafts a flavorful treat with this pie featuring roasted cauliflower, prosciutto, garlic and Parmesan

Pizza Without Borders - Competition Heats Up in the Eastern Bloc

As more pizza competitions and associations pop up in Russia, Bulgaria and Poland, the quality of pizza and prestige of the pizzaiolo continues to rise.

The Chef's Corner: Scott Wiener Q&A

PMQ test chef Brian Hernandez discusses the ins and outs of Scott Wiener's pizza tours, his experience with the pizza industry, and what's next for the pizza-crazed entrepreneur.

From the Editor - A New Year and a New Look For PMQ

This month we focus on the explosive growth of Artichoke Basille and roll out a new look for the magazine!

Product Spotlight: January-February 2018

Dough trays, tomato strips, yeast, menus, ovens and more.

Extra! Extra! Read all about the Pizza Press, a unique fast-casual chain in Southern California

At the Pizza Press, pizza makers are the “editors” and customers get to “publish” the pie of their choice.

Take a hike: How to cope with a higher minimum wage

A pizzeria owner in Washington state offers a four-pronged strategy for staying profitable in an era of rising labor costs.

10 tips for adding a take-and-bake option

Tom “The Dough Doctor” Lehmann walks you through the steps for modifying your dough formula and procedure.

The Chef’s Corner: Scott Wiener and the Mo-Heato

The popular owner of Scott’s Pizza Tours isn’t a professional chef, but this recipe will make you think otherwise.

All ‘Choked Up: How a couple of East Village pizza guys became Food Network stars

Artichoke Basille’s has boomed from a shoebox-size Manhattan underdog to a 12-store media magnet—and now sets its sights on franchising.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags