Debunking 5 Common Myths About Restaurant Branding

Key Takeaways:

• Branding is more than just a logo or colors.
• Consistent branding can increase your revenue by up to 23%.
• Guests notice your brand through the atmosphere, service, and online presence.
• Rebranding means improving what you have, not starting from scratch.

Your kitchen is buzzing, your guests are happy, and the food is fantastic. 

So why isn’t your brand standing out? 

Well, many restaurant owners assume branding is just about a good logo or an Instagrammable interior. 

But that’s a myth. Branding goes much deeper. 

In this article, we’ll debunk five common myths about restaurant branding and share practical insights to help your restaurant stand out in person and online. 

Branding Is Just a Logo and Color Scheme

A common misconception in the restaurant world is that branding begins and ends with a logo and color palette. 

While those are key visual cues, they’re only the tip of the iceberg. 

Soung Wiser, creative director and the founder of General Design Co., seconds this as well.

Illustration: Tablein / Quote: QSR

Branding is about what your guests feel from the moment they discover you online to the second they pay the bill. 

A strong brand experience includes:

• Your tone of voice
• Online presence
• Menu design
• Interior decor
• Music and atmosphere
• Team behavior and language

And it’s worth the effort. 

According to a report by Marq, businesses that maintain consistent branding increase their revenue by up to 20% and more. 

Illustration: Tablein / Data: Marq

That’s real financial impact driven not just by logos, but by a cohesive guest experience. 

Take The Smith, a casual American Brasserie, as a standout example. 

Their black-and-white aesthetic and utilitarian-meets-creative style show up across every touchpoint, from their interiors to their website. 

Source: The Smith

But their branding goes far beyond visuals.

For example, observe how creatively they expanded on their brand name.

Source: The Smith

They lead with strong values like “Say Yes,” “Wait for Great,” and “Support Our Team,” which shape how guests are treated, how the team is trained, and how service decisions are made.

Source: The Smith

Their commitment extends into thoughtful details, like branded merchandise that reflects their personality and gives fans a way to connect beyond the dining table. 

Every element works together to deliver a brand that feels authentic and consistent across locations and channels. 

But cohesive branding isn’t just for major restaurant groups. 

With the right tools, even small or independent restaurants can create polished, aligned experiences—online and offline. 

This is where restaurant management tools like Tablein come in. 

We understand that your brand should feel intentional from the moment a guest lands on your website to the second they receive their reservation confirmation email. 

That’s why we offer customizable widgets that allow you to align fonts, colors, and tone with your brand, whether you're a high-end tasting room or a casual bistro.

Source: Tablein

You can also create a customized restaurant page to showcase your brand personality online with visuals, amenities, cuisine style, and guest feedback options, ensuring your digital presence matches what guests will experience in person.

Source: Tablein

All this combined will lead to a smoother, more connected guest experience that builds trust and sets expectations from the very first click.

Guests Don’t Care About Branding

Another misbelief is that good food is all it takes to win over guests. 

But in today’s saturated market, even the best dishes can go unnoticed without a brand that leaves a lasting impression. 

Yes, great food gets people through the door. 

But it’s the overall experience, shaped by your branding, that keeps them coming back. 

A report by SevenRooms found that 57 % of female diners regarded atmosphere and ambiance as the most influential factor for returning to a restaurant.

Illustration: Tablein / Data: SevenRooms

And consistent branding plays a major role in creating this ambiance. 

Guests may not say, “I love this restaurant’s branding,” but their behavior says it for them. 

They notice your tone on social media, the mood of your dining space, even the design of your menus. 

According to the same SevenRooms report, 43% of millennials say a restaurant’s personality on social media impacts their decision to dine there.

Illustration: Tablein / Data: SevenRooms

All these elements create a brand identity that taps into emotional decision-making. 

Here’s how it plays out in real life:

A group of coworkers is deciding where to go for lunch. 

One of them says:

“I went to this place last weekend. Looked amazing on Instagram, and when I got there, the vibe matched perfectly. Same colors, same food, even the staff uniforms looked like the ones in their Stories.”

Another suggests a generic diner with no online presence. 

Which one do they choose? 

Option A. Not because the food is better, but because the brand feels familiar, polished, and consistent. 

That subconscious pull? That’s branding doing its job. 

There are real-life examples as well. 

Elijah’s is a restaurant in Wilmington, North Carolina. 

For decades, they served high-quality food but resisted branding updates. 

When they finally committed to refining their guest experience through interior design tweaks and a strategic marketing approach, they hit their highest revenue in 40 years. 

Source: Elijah’s

The Butcher’s Daughter in NYC is another example. Their branding is cohesive from floor to fork, and we mean it. 

Their interior whispers “plant-forward” before you even read the menu…

Source: Cohere

Their website and messaging reinforce the same aesthetic…

Source: The Butcher’s Daughter

Even their merchandise reflects their values and visual identity.

Source: The Butcher’s Daughter

The result? 

Over 500 rave reviews on TripAdvisor and a strong, loyal following. 

The truth is, branding is part of the main course. 

You can have the best menu in town, but if your identity isn’t clear, you’ll fade into the background. 

After all, a well-fed guest might leave happy, but a well-branded experience gets them talking. 

Branding Is Too Expensive for Small Restaurants

Many small restaurant owners believe that branding is a luxury reserved for large chains or fine-dining giants. 

While financial consideration is surely a branding challenge, this is still a myth. 

Effective restaurant branding doesn’t necessarily need a big marketing budget. 

At its core, branding is about telling your story, defining your restaurant's personality, and delivering a cohesive experience across every guest interaction.

It can be done with several affordable tools outlined below:

And you don’t need flashy interiors or expensive ad campaigns to make it work. 

Take Jos & Pat’s Pizzeria in Staten Island. 

Source: Eater

Instead of investing in glossy branding, they leaned into their local roots.

Their brand came to life through:

• Nostalgic family photos on their website
• Throwback decor on the dining room walls
• Menus designed with old-world charm

They told a clear, consistent story—and it worked.

Source: Joe & Pat’s Pizzeria

At the end of the day, branding isn’t about how much you spend but about how consistently and clearly you communicate who you are. 

Less budget? No problem. 

Self-awareness and consistent efforts are more important to keep guests coming back. 

Branding Doesn’t Affect Team Culture

Another common myth in the restaurant industry is that branding is just for the guests. 

But your brand doesn’t stop at the front door. 

It flows through the back of house, pre-shift meetings, and even staff culture. 

Branding is a powerful internal compass that shapes how your team thinks, behaves, and delivers hospitality.

When your staff understands your restaurant identity—from the tone you use in the service to the core values you stand by—it changes how they operate on the floor. 

A consistent brand builds a culture that empowers the team to deliver guest experiences that feel aligned, intentional, and authentic. 

That’s why it should be an essential part of how you hire, train, and lead your team.

Take Sweetgreen, an American fast casual restaurant chain that serves salads. 

Their “Sweet Talk” huddle happens before every shift—where staff reflect on the company’s values and set their intention for the day.

Source: Sweetgreen on YouTube

It reinforces shared beliefs, reminds the team why they’re there, and strengthens culture through repetition.

The entire team is connected to the mission, as Sweetgreen’s Co-founder Nathaniel Ru points out.

Illustration: Tablein / Quote: Forbes

Or consider Girl & the Goat in Chicago and Los Angeles. 

Their brand is playful, offbeat, and proudly wacky—from goat puns to quirky merch.

For example, their newsletter subscription form says, “Join the herd!” 

All these branding elements reinforce their “we don’t take ourselves too seriously” ethos, explains the owner Stephanice Izard.

Illustration: Tablein / Quote: Merchant Blog

Now, how does she infuse this ‘not-so-serious’ branding into the team? 

By organizing regular staff events such as workout classes, bowling nights, and “Iron Goat” cooking competitions. 

Isn’t that what every restaurant owner wants? 

A team that’s not just clocking in, but buying in. 

A strong internal brand turns your crew into ambassadors, not just employees. 

Rebranding Means Changing Everything

Some restaurant owners freeze at the idea of rebranding because they assume it requires a complete overhaul.

New name, new menu, new everything.

But that’s a myth. 

Rebranding is not reinvention. It’s refinement. 

A strong rebrand keeps your core values intact while improving how you present them to your customers. 

It helps clarify your identity, align with your target audience, and polish your visual elements to stay competitive in a saturated market. 

For example, when Alessandro Biggi was rebranding his restaurant Avocaderia, the world’s first avocado bar (now Avo), he didn’t change everything but improved the bits. 

Illustration: Tablein / Quote: QSR

Pizza Hut, the renowned Pizza chain, did something similar. 

They reintroduced their classic red roof logo and menu items like the P’Zone—not to go backward, but to reconnect with nostalgic customers while maintaining relevance with younger ones. 

Another example is Dunkin Donuts. 

It rebranded in 2019, by dropping “Donuts” to reflect its broader menu strategy while retaining its signature pink and orange palette. 

It was a strategic refresh, not a full reboot.

And you know what? 

It didn’t harm their revenue. In fact, revenue increased from $1.27B in 2018 to $1.31B in 2019.

Illustration: Tablein / Data: Companies Market Cap

The lesson? 

Rebranding doesn’t mean erasing your identity. It means expressing it more clearly.

Conclusion

Restaurant branding is more than visuals. 

It’s the soul of your restaurant, reflected in every menu, message, and moment of service. 

Sure, there are certain myths that can cloud your judgment. 

Branding is too expensive, guests don’t care, it’s just decoration, and it doesn’t touch your team.

But as we’ve seen, branding is the thread that ties everything together, from the first Instagram post to the last bite of dessert. 

All you need is clarity, consistency, and the right strategy. 

When those ingredients come together, first-time guests don’t just remember you. 

They return, rave, and refer. 

You want all these R’s, right?