I drive past this restaurant several times everyday, yet I never eat there or order out food from there, and I’ve figured out why.
It’s not the food. I remember trying the place out when it opened several years ago, the food was good. The prices are reasonable, and takeout is available.
It’s not the decor, the restaurant is very tastefully decorated. The restaurant makes gourmet pizzas, salads, and sandwiches:
Their food would fit the tastes of everyone in my family. It’s not the location, it’s only a block from my house!
So why don’t I ever go there?
Here is a picture of the restaurant: 
The reason I never go there is because I never think of it, even though I go by there everyday. We often order take-out food after a busy day, but this place never comes to mind. The road has tons of traffic. This restaurant is missing out on thousands of opportunities per day to make a branding impression on consumers because it does not tell them two things:
- That it is a restaurant
- What I can eat there
You can vaguely see in the side window that they have gourmet sandwiches and freshly baked bread, but you need to be on top of the place to read the small signs in the windows. The problem is that simplistic monument sign didn’t even tell me the place was a restaurant from a distance.
The logo looks like it was designed by a professional graphic designer, the interior theme, colors, menus and their website all have a similar design theme that has a Tuscan feel to it.
The problem is, whoever did the branding for the restaurant had an eye for a simple, relatively sophisticated design, but they did not have a head for communication. If that monument restaurant sign told me everyday that I could eat or order gourmet salads or sandwiches, or better yet, also showed me pictures of the food, I would be much more inclined to think of them when dining out or ordering in some food.
What are your thoughts? There is an abundance of signs everywhere that communicate poorly.
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Masl says
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