Branding a new place to eat.
I went to an interesting new little place for lunch in Clearwater called, Campfire Vittles. hhttp://www.campfirevittles.com/location It has a very fun atmosphere, with the walls and ceiling mural-painted like you are outdoors at a campsite.
The good: Campfire Vittles has a great logo, unique campsite atmosphere and uses the back of a chuck wagon for drinks and set ups. The hot dog was very good, with lots of topping choices -- it was large and a meal in itself.
Build a Better Burger: If they specialize in just hamburgers and hotdogs, then the hamburger needs to be bigger and better like you might get at Applebee's (thick and juicy). My hamburger was just ok, about like I might expect from a fast food place or maybe a Sam's Club cooked burger. To set themselves apart from being a fast food place (which they are not with a $5 burger), with very limited choices -- they need to be known or thought of as the gourmet king of hamburgers, and not a small step above a fast food place with a limited menu. As cool as the outdoor mural of a campsite atmosphere is, people won't come back unless the food is a good value that brings them back.
Food presentation communicates the brand: Instead of serving the lunch in a brown paper bag which looks like a bag for take-out -- they should serve it in a pie tin like they did out on the trail at a campfire from a chuck wagon – that would be a much better way to present the food. Branding is about communicating value. If food is presented in a brown paper bag that you have to dig through to get your food, it doesn't have the same level of perceived value of your food being served on a plate.
Those are just a few thoughts on how to improve their customer's experience.
(If you haven't been, it is a fun little place for the atmosphere to check out, and they do have chicken and veggie burgers as well).
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