Dans cet article<\/a>,\u00a0I wrote about using foundational principles to design a menu that sells. But even the best-designed menu is likely to fail if it doesn\u2019t align with your brand. You need to define your brand before you can begin the process of menu redevelopment.<\/p>\nEt comme le concept est utilis\u00e9 \u00e0 toutes les sauces, voici la d\u00e9finition que j\u2019en\nretiens :<\/p>\n
La marque constitue une promesse faite \u00e0 un public donn\u00e9, c\u2019est-\u00e0-dire \u00e0 la client\u00e8le \u00e0 laquelle vous vous adressez. C\u2019est la promesse d\u2019une exp\u00e9rience unique associ\u00e9e \u00e0 des avantages distincts que seul vous pouvez offrir.<\/p>\n
Et pourquoi doit-on d\u00e9finir clairement sa marque? Parce que les gens choisissent un restaurant en fonction de son identit\u00e9 de marque. \u00c9tant donn\u00e9 les nombreuses possibilit\u00e9s qui s\u2019offrent aux consommateurs actuels, une marque forte risque de faire toute la diff\u00e9rence.<\/p>\n
De nos jours, les restaurateurs ne sont plus en concurrence seulement avec les autres restaurants, ils rivalisent aussi avec les \u00e9tablissements de restauration rapide, les supermarch\u00e9s, les d\u00e9panneurs et m\u00eame les caf\u00e9t\u00e9rias. En 2015, NPD Group signalait que, depuis 2008, les restaurants \u00e0 service complet connaissent chaque ann\u00e9e une l\u00e9g\u00e8re baisse d\u2019achalandage.<\/p>\n
Conclusion? Les consommateurs continuent de manger, mais ils le font ailleurs. Une image de marque convaincante pourrait permettre de les reconqu\u00e9rir.<\/p>\n
Je vous recommande vivement de r\u00e9diger un message de marque officiel qui d\u00e9crit clairement la promesse associ\u00e9e \u00e0 votre marque. Ce message pourra \u00eatre utilis\u00e9 pour v\u00e9rifier si votre menu et tous les efforts que vous d\u00e9ployez sont coh\u00e9rents avec votre identit\u00e9 de marque.<\/p>\n
\u00c9valuation du menu : feuille de travail<\/h3>\n
Gordon Food Service\u00a0has developed a Menu &\u00a0Brand Worksheet that will help you confirm whether your current menu reflects your brand. It can guide you in evolving your menu to better support your brand. The Worksheet asks you to evaluate your menu in light of these questions:<\/p>\n
1. Mon menu permet-il \u00e0 ma client\u00e8le cible de reconna\u00eetre mon \u00e9tablissement?<\/p>\n
2. Est-ce que mon menu repr\u00e9sente clairement ce qu\u2019est mon restaurant?<\/p>\n
3. Ma client\u00e8le cible comprend-elle les promesses transmises par le biais de mon menu?<\/p>\n
4. Est-ce que mon menu contient des messages clairs et concis qui appuient mon image de marque?<\/p>\n
5. Mon menu permet-il \u00e0 ma client\u00e8le cible de toujours comprendre la promesse associ\u00e9e \u00e0 ma marque?<\/p>\n
La feuille de travail (voir plus bas) permet de r\u00e9pondre aux questions gr\u00e2ce \u00e0 l\u2019analyse de certains \u00e9l\u00e9ments. Le r\u00e9sultat obtenu vous aidera \u00e0 d\u00e9terminer si vous \u00eates sur la bonne voie, si vous devriez faire quelques changements ou si un remaniement majeur est \u00e0 envisager.<\/p>\n
Je parie que vous avez d\u00e9j\u00e0 r\u00e9pondu aux questions\u2026 sans trop y r\u00e9fl\u00e9chir. Mais c\u2019est l\u2019avis de votre client\u00e8le cible qui nous int\u00e9resse, pas ce que vous pensez qu\u2019ils pensent. Et la diff\u00e9rence entre les deux est parfois d\u00e9concertante.<\/p>\n
Comment conna\u00eetre l\u2019avis de ses clients<\/h3>\n
Pour savoir ce que votre client\u00e8le pense de votre menu, utilisez les strat\u00e9gies suivantes :<\/p>\n
M\u00e9dias sociaux.<\/strong> Gr\u00e2ce \u00e0 eux, il est maintenant plus facile que jamais d\u2019obtenir de la r\u00e9troaction. Malheureusement, il ne suffit pas de publier un sondage sur votre page Facebook pour y parvenir. La cl\u00e9 consiste plut\u00f4t \u00e0 cr\u00e9er un environnement propice au dialogue, c\u2019est-\u00e0-dire entre vous et votre client\u00e8le, mais aussi entre les clients. Avec le temps, ces discussions vous aideront \u00e0 comprendre comment votre client\u00e8le cible per\u00e7oit r\u00e9ellement votre identit\u00e9 de marque et votre menu.<\/p>\nSachez cependant que m\u00eame si vous obtiendrez des m\u00e9dias sociaux un portrait juste de l\u2019impression que cr\u00e9e votre menu, il ne faut pas se fier qu\u2019\u00e0 eux.<\/p>\n
Utilisation des technologies.<\/strong> Vous pourriez envisager, par exemple, de faire configurer votre site de fa\u00e7on \u00e0 ce que, lors de la consultation de votre menu en ligne, un lien vers un sondage apparaisse. Cela vous permettra notamment de demander aux utilisateurs ce \u00e0 quoi ils s\u2019attendent de votre \u00e9tablissement, \u00e0 en juger par votre menu.<\/p>\nDes outils de r\u00e9troaction peuvent aussi \u00eatre int\u00e9gr\u00e9s aux guichets de commande en libre-service, aux outils de commande aux tables et aux plateformes de commande mobiles. Les syst\u00e8mes de point de vente permettent \u00e9galement d\u2019obtenir des donn\u00e9es int\u00e9ressantes, qui devraient \u00eatre examin\u00e9es chaque ann\u00e9e dans le cadre d\u2019une analyse du menu.<\/p>\n
M\u00e9thodes \u00e9prouv\u00e9es. <\/strong>On a recours aux cartes de commentaires et aux clients-myst\u00e8res depuis des ann\u00e9es, et ces m\u00e9thodes fonctionnent. Le personnel doit aussi savoir comment obtenir l\u2019avis des clients et l\u2019interpr\u00e9ter correctement. Enfin, les gestionnaires doivent \u00eatre pr\u00e9sents \u00e0 l\u2019occasion sur le plancher.<\/p>\nUne fois l\u2019analyse termin\u00e9e, il faut passer \u00e0 l\u2019action. Par exemple, si vous constatez que votre menu communique parfaitement votre marque, mais que certains autres aspects ne vous permettent pas de respecter la promesse faite \u00e0 vos clients, prenez les mesures qui s\u2019imposent.<\/p>\n
Pour cr\u00e9er un menu efficace, vous devez absolument conna\u00eetre votre identit\u00e9 de marque et savoir comment votre client\u00e8le cible per\u00e7oit votre \u00e9tablissement. Commencez par mettre en pratique les conseils pr\u00e9sent\u00e9s\u2026 et soyez ouvert au changement.<\/p>","protected":false},"excerpt":{"rendered":"
Branding plays a big role in consumer choice and underscores the need to align your menu to your brand. In this article,\u00a0I wrote about using foundational principles to design a menu that sells. But even the best-designed menu is likely to fail if it doesn\u2019t align with your brand. You need to define your brand […]<\/p>\n","protected":false},"author":19,"featured_media":4472,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[122,123,112,69],"tags":[],"class_list":["post-25876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-catering-small-business","category-hotels-hospitality","category-restaurant-bars","category-running-your-business"],"acf":[],"yoast_head":"\n
Branding and the Menu | 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\/menu-et-identite-de-marque\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding and the Menu\" \/>\n<meta property=\"og:description\" content=\"Branding plays a big role in consumer choice and underscores the need to align your menu to your brand. In this article,\u00a0I wrote about using foundational principles to design a menu that sells. But even the best-designed menu is likely to fail if it doesn\u2019t align with your brand. You need to define your brand […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gfs.ca\/fr-ca\/ideas\/menu-et-identite-de-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=\"2018-01-05T15:01:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-01T15:53:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gfs.ca\/wp-content\/uploads\/2022\/08\/Winter17_NC_Branding_Menu_IC_Hdr.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=\"4 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Branding and the Menu | 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\/menu-et-identite-de-marque\/","og_locale":"fr_CA","og_type":"article","og_title":"Branding and the Menu","og_description":"Branding plays a big role in consumer choice and underscores the need to align your menu to your brand. 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