Lane Cardwell

Laser Brands

A laser produces a focused, narrow beam of light with intense strength. A laser brand produces a focused, narrow positioning with intense strength. What is the best test of whether it is a laser restaurant brand or not? Ask someone what the restaurant is known for and see how short, or specific, the answer is. A one word or phrase answer, and it is likely a laser brand. A one sentence or paragraph answer, and it likely an incandescent brand, spreading its positioning in all directions. Like them or not, everyone notices a laser light. 
 
Few people pay attention to light bulbs.
 
Some great examples of laser brands include In-N-Out (burger), Five Guys (burger), Chipotle (burrito), Raising Cane's (chicken fingers), Starbucks (coffee) and Potbelly (sandwiches). These are product specialists who are betting that their single-minded focus will keep them top of mind with the customer.
 
Chipotle soared, while Baja Fresh stumbled. Among the many reasons behind the performance of both concepts, I cannot help but think that the ability of Chipotle to be described as a burrito place, while Baja Fresh was described as a Mexican place, contributed to the outcomes.
 
Are there laser brands in the casual dining world? There are, but they tend to be more ethnically focused, or have a broader product specialty. Olive Garden (Italian), Red Lobster (seafood), Ruth's Chris (steak, mostly), among others. It is difficult to be a true laser brand in casual dining or fine dining. The need to have many things on the menu works against being a laser beam and makes the brand more of a laser light show. The effectiveness of the show is dependent on the skill of the operator.
 
Starbucks is a recent example of a laser brand that started to lose its intensity of focus. Breakfast sandwiches, along with lunch sandwiches and salads, have been dulling its consumer focus and ability to excel at its coffee product. Along with the return of Howard Schultz is the departure of many of the products which have contributed to its recent fuzziness.
 
A terrific write-up on this can be found in Laura Ries', The Origin of Brands Blog. Laura is president of Ries & Ries, an Atlanta-based marketing strategy firm that she runs with her father, Al Ries. Al is a longtime marketing guru and branding expert.  They have written four books, including "The 22 Immutable Laws of Branding" (1998), and "The Origin of Brands" (2004). They preach the gospel of focus.
 
While at Brinker I had the opportunity to spend the day with Laura and Al. Their views on branding are razor sharp. They have spent a lot of time with Fortune 500 companies, but see a lot that is both right and wrong with some of America's most popular restaurant brands. Poke around Laura's blog and you will find her views on Seasons 52, KFC, and other concepts. 
 
One of the best examples that I have seen of when a brand has lost its focus, and its way in the marketplace, is when it feels the need to add a broadening modifier to the name of the concept. The most common addition is the word Grill. I believe that it is an acronym taken from the Latin phrase for, "Help me! I have fallen and I can't get up." Or something like that.
 
Brands that have gone down this route have included Spaghetti Warehouse (reincarnated as Spaghetti Warehouse Italian Grill), Miami Subs (becoming Miami Subs Grill, to help explain the addition of wraps, burgers, and fish and chips to the original sub menu), and my new favorite is Kentucky Fried Chicken, trying to figure out the best way next year to say Kentucky Fried and Grilled Chicken.
 
Chances are, when you have a love affair with a brand, it probably has more in common with a laser than a light bulb.
 

Posted by Lane Cardwell on July 14, 2008 | Comments (2)