Brand lessons from a Burger Bar

by Andy Wright

The most rewarding part about working with and writing about brands is when you happen upon experiences in everyday life.  Recalling case studies about successful, globally renowned brands is certainly insightful and educational. But, when you encounter a great experience in everyday life it’s inspirational and motivational to know that smaller businesses and brands ‘get it’ as well.

Last week I had such an experience. For quite some time now I’ve driven past a burger bar, named ‘Lashings’. Each time saying to myself how I’ve got to go back and try it.  Well now I have, and ‘Lashings’ has inspired me to share some great lessons for brands big and small. 

 

The Name and Identity

The name Lashings is such an emotive, onomatopoeic and unique word in the category of burger bars that it ticks a number of naming boxes.

• It’s truly differentiated in the category of burger bars – certainly within its immediate surroundings and competition.
• It’s descriptive, conjuring up imagery of generous helpings.
• It’s expressive, provoking feelings of indulgence and satisfaction.

Not all brand names have to tick these boxes. Some names come from heritage, ownership, acronyms and abbreviations. Some are created, designed to be unique and stand out from the crowd. There isn’t a wrong or right type of name, but you do need to ensure you deliver on any expectations it suggests and that you’ll continue to support it over time – because you’ll be stuck with it.

As you’ll see from the picture, the design and identity won’t win any awards. But compared to the drab, traditionally white (and usually dirty) local burger bar, Lashings is attention grabbing and a sight for sore eyes.

 

The Product

With a name like Lashings you do expect a lot from the products it sells. The burger I had did literally come with lashings of ingredients, beetroot, rocket, fried egg and bacon – the works. Ok, not radical, but of good quality and cooked well, served on a warm damper roll.

This is my first (and I’m sure not my last) visit to Lashings. I expected a tasty, big burger and I got one. To be a great burger bar you have to deliver this as a cost of entry.  For Lashings, the competition isn’t only burgers in the area, but also the fish & chip shop across the road and the McDonald’s round the corner.

The burgers aren’t cheap, they’re at a premium price, but are accompanied by other reasonably priced items. The total offer is very competitive. For food establishments, delivering tasty value time after time is key and along with service the main reasons for repeat business.

 

The Story

Lashings makes a point of sharing its story. It’s a family business (as many of its competitors are) but promotes its heritage, along with the pride in their offering, on display in their shop and on their menu.

The language they use portrays the passion they have for their business. A few examples:

“Our succulent chickens are a Lashings size 15, 100% grain fed, hormone free and barn raised…”

“Our beef burgers – Made from fresh 100% pure ground topside beef, free of additives and fillers…”

Not revolutionary language by any means, and unfortunately borrowed by the larger branded franchises of KFC and McDonald’s who can afford to communicate similar claims to millions of people. But coupled with the name, product and experience it seems to fit more authentically here. As does the reassurance that part of the proceeds from each burger goes to Camp Quality.

 

The Service

I had a great experience with the service. The food was relatively quick, service was with a smile and I felt comforted by a number of locals, known by name around me. I’ve since seen that there have been some negative comments around service – but my experience was fine and it’s this that will lead me to come back and try again.

Word of mouth and opinion can make or break any brand if it hits critical mass. It may be that the Lashings management have been working on the service feedback. If they have monitored the comments on one of the biggest consumer restaurant review sites in Sydney and acted accordingly, then it’s another important lesson that can be learned. Don’t over react to negative feedback, don’t directly comment back or take it seriously. Just do what no doubt you’d advise others to do – respond with the belief that actions speak louder than words.

 

Lessons

If Lashings can deliver consistently on the experience I had on my visit, they’ll continue to do well and appeal to the local crowd. There are plenty of opportunities to engage further with their customers, make more of their story and their association with Camp Quality. As with any brand there’s always room for improvement. By adding some surprises to the experience they can build even stronger customer loyalty.

 

This is where small businesses especially can excel. The opportunity to tell a unique story, deliver consistent personality and the odd experience beyond expectations can set one brand apart from another, but only if the basic expectations are delivered on in the first place.

The rewards? Talkability, word of mouth and customers addicted to your Brandhabits.

How can you apply the lessons above to your brand? Can you share any other good examples?