![]() ![]() ![]() Ledger Restaurant, our first restaurant featured in this article, is built inside one of the oldest banks in the country the design and thoughtful architecture of the restaurant and bar recalls the age of post-colonial spice traders and successful marine merchants. Sub-branding can also help restaurants tell their stories to the niches in their customer base that would find them most interesting. This example of sub-branding does not cost much to pull off (caveat: you do need a private space available to rent out) and expands your business into new revenue streams, increased profits, and a stronger reputation with new and existing clientele. When owner George Carey decided to rename it “ Upstairs on the Wharf ” and gave it a dedicated Facebook page, he saw an uptick in rental inquiries. Rather than simply inviting guests to rent space in your restaurant for special occasions, offer an experience that seems more unique and private by giving your event space its own name, social media accounts, and website.įinz Seafood and Grill, a waterfront restaurant on Massachusetts’ North Shore, has been renting out a room above their restaurant for 17 years as a private function space. To Maximize The Potential of An Event Space or PDR'sĮvent spaces and Private Dining Rooms (PDR) have great sub-branding potential. At Fiorella's Express, diners can order many of the same delicious Italian dishes offered at the original for speedy pickup or delivery. “Sub-branding made sense for Pizzeria Locale because it allowed us to leverage our reputation for quality, authenticity, and ‘cool’ across long distances”, says Lead Marketing Manager, Chris Donato.įiorella’s, a popular, upscale, Italian full-service restaurant in Newton, Massachusetts has similarly sub-branded with the creation of their three Fiorella’s Express locations in Belmont, Brighton, and Cambridge. These three fast-casual satellite operations are sub-brands, providing a faster, on-demand version of Pizzeria Locale’s offerings to their respective communities. Pizzeria Locale has four locations: their full-service flagship in Boulder and three fast-casual locations in Denver, Kansas City, and Cincinnati. Owners Jesse Brenneman and Ian Hunt have found they can show love to their clients and accounts all over the world via their main brand, but focus on driving local engagement for their Salem distillery and tasting room via the sub-brand. ![]() Creating the sub-brand solved this problem. We’ve been working hard on new #cocktails ! New menu launches tonight! #drinklocal #drinkdeaconĪ post shared by Speakeasy Lab at Deacon Giles on at 6:51am PSTĭeacon Giles fans who live a hundred miles from Salem probably won’t find posts about local events compelling, and residents of the neighborhood won’t find a meaningful connection with a post about an account two states over. It’s cute, topical, funny as hell, and meshes perfectly with the vibe of their original brand. ![]() Trina's Starlite Lounge has an Instagram account for their two locations, Cambridge and Amesbury, plus a fun sub-brand account called which features daily, irreverent messages created with magnetic letters on a refrigerator. This new sub-brand gives Ledger fans who are interested in cocktail culture a place to engage with content they enjoy it also draws cocktail “nerds” from all over who appreciate daily posts. The parent brand’s account, continues to feature cocktails and bar staff occasionally, but the new account’s focus is solely on the bar’s creations. In November, Owner and Chef Matt O’Neil, and his team realized they could create a separate account to specifically highlight their excellent cocktail program, and was born. Ledger Restaurant in Salem, Massachusetts operates an Instagram account, with a strong following of people interested in food and drink. Let’s explore a few examples of real restaurants who have created successful sub-brands stemming from their restaurant's parent brand. ![]()
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