Brand

  I work with restaurant brands at every stage—helping them define, refine, and future-proof their identity. My strategic brand development services include:

 Brand Creation & Positioning – Developing new brands from the ground up, ensuring they are distinctive, competitive, and aligned with market trends.

 Brand Evolution & Refresh – Updating and modernising existing brands to keep pace with changing customer expectations while maintaining brand equity.

Consumer & Market Insight – Understanding your target audience and market positioning to create a brand that resonates and stays relevant.

Brand Story & Personality Development – Defining the tone of voice, messaging, and values that shape your brand identity and create real emotional connections.

Menu Engineering & Concept Development – Ensuring your menu design, structure, and offering align with your brand personality and business goals.

 Multi-Site Growth & Expansion Strategy – Helping brands scale effectively with a clear brand framework that adapts to new locations while staying authentic.

 Expanding into a new market is exciting—but it also comes with challenges. Whether you’re an international restaurant brand entering the UK or a UK brand looking to scale globally, success depends on getting the right balance between brand consistency and local adaptation.

I help restaurant businesses navigate these transitions, ensuring their brand remains strong, recognisable, and relevant—no matter where they grow.

Helping International Brands Enter the UK

Bringing your restaurant concept to the UK? I’ll help you adapt your brand for the local market, ensuring it resonates with UK consumers while maintaining its core identity and values. From menu localisation to brand messaging and customer experience, I help international brands find the right balance between familiarity and fresh appeal.

Supporting UK Brands Expanding Internationally

Taking your UK restaurant brand overseas? I guide brands in maintaining consistency while allowing for necessary localisation—so your brand remains recognisable, scalable, and culturally relevant in new markets.

Preparing Brands for Franchising

Franchising is a powerful way to grow, but a brand must be franchise-ready before scaling. I help restaurant brands build a robust marketing function that ensures brand consistency across multiple locations, creating a solid foundation for successful expansion.

Why Strategic Brand Development Matters

Stay Authentic While Adapting – Ensure your brand’s DNA remains intact while flexing to meet market-specific needs.

Engage the Right Audience – Position your brand in a way that connects with local consumers and drives long-term loyalty.

Scale with Confidence – Build a brand that’s not just ready for expansion but built to thrive in new locations.

Let’s Talk Growth

Whether you’re launching in the UK, expanding abroad, or getting franchise-ready, I can help you navigate the complexities of international brand strategy and make your next move a success.

 Great restaurant brands don’t just happen—they are built with intention. A strong brand position isn’t just about a logo or a tagline; it’s about knowing who you are, what you stand for, and who you serve.

I help restaurant brands define their unique space in the market, ensuring they stand out, attract the right audience, and create a meaningful, lasting connection with customers.

How I Help Define Your Brand Positioning

Customer Insight First – Before defining your brand, you need to understand your audience. I help businesses gather insights into customer behaviours, motivations, and expectations—ensuring your brand speaks directly to the people you want to attract.

Collaborative Brand Model Development – I take leadership teams through a structured, collaborative process to define:

• Brand  Essence – The core idea that drives everything you do.
• Brand  Values – What your business stands for and why it matters.
• Reasons to Believe – The proof points that make your brand credible.
• Brand  Personality – The human traits that define how your brand feels.
• Tone  of Voice – How you communicate with customers, in words and style.

Defining Your Brand Archetype – Every strong brand has a distinct personality that customers relate to. I help businesses identify their brand archetype—whether it’s the Innocent, the Rebel, the Caregiver, or another—ensuring the brand has a clear identity and emotional connection.

Creating Customer Personas – Understanding your ideal customer goes beyond demographics. I help brands define detailed personas, covering:

• Customer      aspirations, behaviours & decision-making drivers
• What      they expect from a brand experience
• How      and why they engage with restaurants like yours

Why Brand Positioning Matters

Stand Out in a Competitive Market – Ensure your brand has a unique, ownable position that attracts the right customers.
 

Drive Consistency Across Touchpoints – A well-defined brand ensures every interaction—from menu design to marketing—is aligned and consistent.
 

Create Real Emotional Connections – Customers don’t just buy food; they buy into stories, experiences, and brands they relate to.
 

Support Long-Term Growth – A strong brand position isn’t just about today; it sets the foundation for future expansion and scalability.

Let’s Build Your Brand Positioning Together

Whether you’re launching a new brand or refining an existing one, I help restaurant businesses create a brand strategy that resonates, engages, and stands the test of time.

 A strong restaurant brand isn’t built in isolation—it needs the right creative, strategic, and media partners to bring it to life. From PR and CRM to branding, media, and digital, having the right agencies in place ensures your marketing function is structured for success.

But with so many great agencies out there, how do you find the right partners at the right time—ones that truly understand your brand and business needs?

How I Help Find & Select the Right Agencies

Understanding Your Needs First
Before suggesting any partners, I take the time to listen, assess, and define what your brand really needs. From growth ambitions to marketing challenges, I ensure the agency structure is built around your goals.

Designing the Right Agency Structure
Every restaurant brand is different. Some need a full-service partner, while others require a network of specialists. I help brands structure their agency ecosystem, ensuring they have the right mix of creative, PR, media, and CRM support.

Running a Bespoke Selection Process
I don’t work from a fixed roster of agencies. Instead, I tailor every search to your specific requirements, running a structured process to:

• Identify      the best-fit agencies
• Assess      cultural and brand alignment
• Run      pitch processes to find the right long-term partners

Prioritising Brand & Cultural Resonance
It’s not just about finding a "good agency"—it’s about finding the right agency for you. The best partnerships happen when an agency truly understands your brand, market, and vision. I focus on securing partners that will drive long-term success, not just short-term wins.

Why the Right Agency Partnerships Matter

· Better Work & Results – The right agencies don’t just execute—they enhance your brand, challenge thinking, and drive growth.

· Long-Term Success Over Short-Term Fixes – A great agency partnership means less switching, more consistency, and stronger brand impact over time.

· Stronger Collaboration – When brand and agency cultures align, it leads to more productive, creative, and effective partnerships.

Let’s Build Your Agency Ecosystem

If you’re looking to find, structure, or refresh your agency partnerships, I can help. Let’s make sure you have the right people in place to bring your brand to life.