{"id":25712,"date":"2017-06-30T10:06:43","date_gmt":"2017-06-30T14:06:43","guid":{"rendered":"https:\/\/dev-gordon-food-service-canada.pantheonsite.io\/ideas\/understand-the-power-of-your-brand\/"},"modified":"2023-02-01T14:19:46","modified_gmt":"2023-02-01T19:19:46","slug":"comprendre-le-pouvoir-de-votre-marque","status":"publish","type":"post","link":"https:\/\/gfs.ca\/fr-ca\/ideas\/understand-the-power-of-your-brand\/","title":{"rendered":"Comprendre le pouvoir de votre marque"},"content":{"rendered":"<h2>Avant de concevoir ou de modifier votre menu, vous devez cr\u00e9er votre marque; qu\u2019elle soit claire, concise, reconnaissable afin que votre menu remplisse ses promesses.<\/h2>\n<p>BusinessDictionary.com defines brand overall as &nbsp;\u201ccreating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer&#8217;s mind. Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and values.\u201d&nbsp;<\/p>\n<p>In simple terms, your brand is your promise to your guests that is unique and readily identifiable, supported by demonstrated behavior, and executed by your team. As Gordon Food Service Marketing Manager Lindsay Broveleit explains it, \u201cYou have to make your customers understand that you have something they want; then you have to deliver that something every day and every way.\u201d<\/p>\n<p>\u00c0 chaque jour et dans toutes les facettes de votre entreprise fait r\u00e9f\u00e9rence \u00e0 l\u2019exp\u00e9rience globale qu\u2019ont vos clients  avec tout ce qui se trouve dans votre restaurant, incluant votre menu. Votre menu refl\u00e8te la raison d\u2019\u00eatre de votre marque, ce qui souligne l\u2019importance de tr\u00e8s bien la ma\u00eetriser avant de vous attaquer \u00e0 la conception ou \u00e0 la modification de votre menu.<\/p>\n<h3>Comment votre marque est per\u00e7ue vs la r\u00e9alit\u00e9<\/h3>\n<p>Businesses that win at branding ensure that their perception in the marketplace matches their intended reality. For example, you want to be known as a high-end Italian eatery, but you\u2019re recognized as the best pizza place in town. There\u2019s a clear gap between what you think your brand and menu are, and what customers understand them to be. You can identify these gaps by evaluating your brand against these questions:<\/p>\n<ul>\n<li>Est-ce que mon menu permet \u00e0 ma client\u00e8le cibl\u00e9e de rep\u00e9rer mon restaurant?<\/li>\n<li>Est-ce que le profil de mon menu repr\u00e9sente clairement ce qu\u2019est mon restaurant?<\/li>\n<li>Est-ce que ma client\u00e8le cibl\u00e9e comprend la promesse de ma marque \u00e0 travers mon menu?<\/li>\n<li>Does my menu contain clear, concise messages that support my brand?\u201d<\/li>\n<li>Est-ce que mon menu fait en sorte que ma client\u00e8le cibl\u00e9e per\u00e7oit toujours nettement la promesse de ma marque?<\/li>\n<\/ul>\n<h3>Comprendre le r\u00f4le de l\u2019image de marque<\/h3>\n<p>As noted in the definition, the \u201charried marketplace\u201d in which guests make their decisions drive the necessity of a clearly defined brand, especially in an era of market share erosion. Since 2008, NPD reports that full-service restaurants have seen an average loss of three dining incidents per year. People are still eating\u2014they are simply consuming elsewhere. Ensuring that your brand is well-recognizable, from your menu on, is the first line of defense against any further loss to your market share.<\/p>\n<h3>La fid\u00e9lit\u00e9 \u00e0 la marque et le dynamisme de votre entreprise<\/h3>\n<p>Une \u00e9tude McKenzie a r\u00e9v\u00e9l\u00e9 que pr\u00e8s de 70% de toutes les recommandations d\u2019achat se font aupr\u00e8s de membres de la famille ou d\u2019amis. Si ce que vous \u00eates ne peut facilement \u00eatre transmis \u00e0 travers les exp\u00e9riences que vous proposez, dont les \u00e9l\u00e9ments de votre menu, alors votre marque est vou\u00e9e \u00e0 l\u2019\u00e9chec, tout comme votre entreprise.&nbsp;<\/p>\n<p>Par contre, si ces 70% de recommandations sont en lien avec votre marque, votre identit\u00e9 se d\u00e9marque, ce qui peut favoriser l\u2019achalandage et la fid\u00e9lit\u00e9 de la client\u00e8le. Donc, bien d\u00e9finir votre offre est tr\u00e8s important pour faire en sorte que vos clients reviennent encore et encore, pour \u00e9largir votre client\u00e8le r\u00e9guli\u00e8re et pour optimiser le bouche \u00e0 oreille.&nbsp;<\/p>\n<p>La bonne nouvelle est que vous d\u00e9tenez le pouvoir de votre marque entre vos mains. La cl\u00e9 est de bien comprendre celle-ci avant de la promouvoir.<\/p>\n<h3>Est-ce que votre menu a rapport avec votre marque?<\/h3>\n<p>We\u2019ve put together a brand worksheet to help you understand how well your menu relates to your brand as it currently stands.<\/p>\n<h3>Votre marque sur la bonne voie<\/h3>\n<p>Contact your District Sales Representative if you\u2019d like to talk more about the strength of your brand as it relates to your menu.<\/p>","protected":false},"excerpt":{"rendered":"<p>Before developing or changing your menu, you need to create a clear, concise, recognizable brand so that your menu fulfills its promise. BusinessDictionary.com defines brand overall as &nbsp;\u201ccreating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":4321,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[68,112],"tags":[],"class_list":["post-25712","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culinary-ideas","category-restaurant-bars"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Understand the Power of Your Brand | Gordon Food Service<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gfs.ca\/fr-ca\/ideas\/comprendre-le-pouvoir-de-votre-marque\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Understand the Power of Your Brand\" \/>\n<meta property=\"og:description\" content=\"Before developing or changing your menu, you need to create a clear, concise, recognizable brand so that your menu fulfills its promise. BusinessDictionary.com defines brand overall as &nbsp;\u201ccreating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gfs.ca\/fr-ca\/ideas\/comprendre-le-pouvoir-de-votre-marque\/\" \/>\n<meta property=\"og:site_name\" content=\"Gordon Food Service\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/GordonFoodService\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-06-30T14:06:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-01T19:19:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gfs.ca\/wp-content\/uploads\/2022\/08\/782_YourBrand_IdeaCenter_Image-3split-RGB.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cody Rivers\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cody.rivers@gfs.com\" \/>\n<meta name=\"twitter:site\" content=\"@GFSDelivers\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cody Rivers\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Understand the Power of Your Brand | Gordon Food Service","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/gfs.ca\/fr-ca\/ideas\/comprendre-le-pouvoir-de-votre-marque\/","og_locale":"fr_CA","og_type":"article","og_title":"Understand the Power of Your Brand","og_description":"Before developing or changing your menu, you need to create a clear, concise, recognizable brand so that your menu fulfills its promise. BusinessDictionary.com defines brand overall as &nbsp;\u201ccreating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in [&hellip;]","og_url":"https:\/\/gfs.ca\/fr-ca\/ideas\/comprendre-le-pouvoir-de-votre-marque\/","og_site_name":"Gordon Food Service","article_publisher":"https:\/\/www.facebook.com\/GordonFoodService\/","article_published_time":"2017-06-30T14:06:43+00:00","article_modified_time":"2023-02-01T19:19:46+00:00","og_image":[{"width":760,"height":400,"url":"https:\/\/gfs.ca\/wp-content\/uploads\/2022\/08\/782_YourBrand_IdeaCenter_Image-3split-RGB.jpg","type":"image\/jpeg"}],"author":"Cody Rivers","twitter_card":"summary_large_image","twitter_creator":"@cody.rivers@gfs.com","twitter_site":"@GFSDelivers","twitter_misc":{"\u00c9crit par":"Cody Rivers","Estimation du temps de lecture":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/#article","isPartOf":{"@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/"},"author":{"name":"Cody Rivers","@id":"https:\/\/gfs.ca\/en-ca\/#\/schema\/person\/ac2dd585b10d08ce15daca230d897374"},"headline":"Understand the Power of Your Brand","datePublished":"2017-06-30T14:06:43+00:00","dateModified":"2023-02-01T19:19:46+00:00","mainEntityOfPage":{"@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/"},"wordCount":639,"publisher":{"@id":"https:\/\/gfs.ca\/en-ca\/#organization"},"image":{"@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/#primaryimage"},"thumbnailUrl":"https:\/\/gfs.ca\/wp-content\/uploads\/2022\/08\/782_YourBrand_IdeaCenter_Image-3split-RGB.jpg","articleSection":["Culinary Ideas","Restaurant &amp; Bars"],"inLanguage":"fr-CA"},{"@type":["WebPage","CollectionPage"],"@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/","url":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/","name":"Understand the Power of Your Brand | Gordon Food Service","isPartOf":{"@id":"https:\/\/gfs.ca\/en-ca\/#website"},"primaryImageOfPage":{"@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/#primaryimage"},"image":{"@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/#primaryimage"},"thumbnailUrl":"https:\/\/gfs.ca\/wp-content\/uploads\/2022\/08\/782_YourBrand_IdeaCenter_Image-3split-RGB.jpg","datePublished":"2017-06-30T14:06:43+00:00","dateModified":"2023-02-01T19:19:46+00:00","breadcrumb":{"@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/#breadcrumb"},"inLanguage":"fr-CA"},{"@type":"ImageObject","inLanguage":"fr-CA","@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/#primaryimage","url":"https:\/\/gfs.ca\/wp-content\/uploads\/2022\/08\/782_YourBrand_IdeaCenter_Image-3split-RGB.jpg","contentUrl":"https:\/\/gfs.ca\/wp-content\/uploads\/2022\/08\/782_YourBrand_IdeaCenter_Image-3split-RGB.jpg","width":760,"height":400,"caption":"Three rooms in a restaurant"},{"@type":"BreadcrumbList","@id":"https:\/\/gfs.ca\/ideas\/understand-the-power-of-your-brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/gfs.ca\/en-ca\/"},{"@type":"ListItem","position":2,"name":"Understand the Power of Your Brand"}]},{"@type":"WebSite","@id":"https:\/\/gfs.ca\/en-ca\/#website","url":"https:\/\/gfs.ca\/en-ca\/","name":"Service alimentaire Gordon","description":"","publisher":{"@id":"https:\/\/gfs.ca\/en-ca\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/gfs.ca\/en-ca\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-CA"},{"@type":"Organization","@id":"https:\/\/gfs.ca\/en-ca\/#organization","name":"Service alimentaire Gordon","url":"https:\/\/gfs.ca\/en-ca\/","logo":{"@type":"ImageObject","inLanguage":"fr-CA","@id":"https:\/\/gfs.ca\/en-ca\/#\/schema\/logo\/image\/","url":"https:\/\/gfs.ca\/wp-content\/uploads\/2025\/11\/GFS-EN-Logo-og-image.png","contentUrl":"https:\/\/gfs.ca\/wp-content\/uploads\/2025\/11\/GFS-EN-Logo-og-image.png","width":1200,"height":630,"caption":"Gordon Food Service"},"image":{"@id":"https:\/\/gfs.ca\/en-ca\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/GordonFoodService\/","https:\/\/x.com\/GFSDelivers","https:\/\/www.instagram.com\/gordonfoodservice\/","https:\/\/www.linkedin.com\/company\/gordon-food-service\/"]},{"@type":"Person","@id":"https:\/\/gfs.ca\/en-ca\/#\/schema\/person\/ac2dd585b10d08ce15daca230d897374","name":"Cody Rivers","image":{"@type":"ImageObject","inLanguage":"fr-CA","@id":"https:\/\/gfs.ca\/en-ca\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/a9b81a7281ffd8fc2d52ce39faf1be6f131db67bdc3ed5914928324e202f21f7?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/a9b81a7281ffd8fc2d52ce39faf1be6f131db67bdc3ed5914928324e202f21f7?s=96&d=mm&r=g","caption":"Cody Rivers"},"sameAs":["https:\/\/x.com\/cody.rivers@gfs.com"]}]}},"_links":{"self":[{"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/posts\/25712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/comments?post=25712"}],"version-history":[{"count":0,"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/posts\/25712\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/media\/4321"}],"wp:attachment":[{"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/media?parent=25712"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/categories?post=25712"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gfs.ca\/fr-ca\/wp-json\/wp\/v2\/tags?post=25712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}