How do you find the best co-branding partner for your restaurant?

Choosing the right co-branding partner is crucial for a restaurant. There are many steps to consider and here you can find a short but effective guide: First, ensure their brand aligns with yours - this means matching values, target audience, and image. Next, assess their market reach and demographics overlap to expand your customer base. Also, look into their reputation, reliability, and history of collaborations to manage risks and protect your brand. Finally, negotiate terms that benefit both parties and create a symbiotic relationship. The perfect co-branding partner will complement your restaurant's goals, boost visibility, and drive sales while preserving your brand's authenticity.

Partnerships should be strategic in nature. Providing you with both brand and business benefits. For brand, it should affirm your positioning from another leader. In some cases, if you don't have equity in something you want, you can "borrow" the equity from your partner. For example, if you're not known for having spicy foods, using condiments from well-known suppliers can help. From a business standpoint, it gives you access to something you could not get on your own, like a certain customer base or revenues. Not all partnerships are promoted. Assuming you believe there is a benefit, the question is if it's a partnership of equals or if one is senior/junior. This goes both ways; someone could benefit from your audience as well.

El tener definidos los valores del negocio, se antoja fundamental para el desarrollo del negocio. Hay que tener en cuenta que el único objetivo de un negocio no debe ser económico, sino también social y aportar valor al entorno y a la sociedad en la que se encuentra. Para ello la sostenibilidad no es ya una opción, sino una obligación desde el punto de vista moral, y en breve económico. Por lo tanto el aportar valor ayudando a preservar el entorno mediante riqueza, empleo, regeneración del entorno..; lo que nos lleva a buscar una serie de partners alineados con nuestros valores para crear un co-branding

Aligning your values and goals is key to a successful co-branding partnership. When you clearly define what your restaurant stands for and what you're hoping to achieve, you can find a partner that enhances your mission. For instance, if sustainability is a core value, teaming up with an eco-friendly product company or a local farm that shares your commitment to environmental responsibility could strengthen both brands. A partnership that resonates with both your audience and your partner's can create a more authentic and meaningful collaboration.

One of the key decisive factors when exploring a co-branded activation is the alignment of the target audience. The purpose is to see both brands join forces to reach out a specific target audience. If this goal is not similar then there is really no point in the collaboration. Have this conversation in a frank and candid manner leaving no room for misinterpretation or errors. This will help you can understand if there is an alignment in this segment and then proceed.

You are considering a partnership to either: -Gain access to markets or distribution channels -Add to your brand perceptions -Monetize your brand via someone else's product/channel Once you have your strategic role in mind, what partners would best fit and support that goal. In terms of brand fit and business value.

Lo primero debe ser una investigación de mercado, para ayudar a crear colaboraciones con empresas y asociaciones alineadas con los mismos valores, para, crear sinergias basadas en un win to win

Researching potential co-branding partners is a crucial step to ensure that both brands align well and can create a mutually beneficial relationship. Here's a detailed approach to conducting this research: 1. Evaluate Their Online Presence:

The main benefit of co-branding is to create synergies, leveraging the awareness generated by the other brand, with the objective of triggering initial and repeat visits. However, it is important to note that partnering with another brand can potentially impact your brand's perception, as it may be influenced by the associated culture, which could dilute your message.

When considering a co-branding partnership for your restaurant, it’s crucial to evaluate both the benefits and risks associated with each potential partner. A well-executed co-branding strategy can significantly boost your brand, but misalignment or poor execution can harm your reputation and customer loyalty. Here’s how to assess both sides:

En este punto hay que considerar, que si se ha hecho una buena investigación y se ha conocido a los partners en "profundidad", se minimizan riesgos. Ya que no hay que olvidar la importancia de saber que somos personas y trabajamos con personas, por lo que haya un feeling y se compatibilice es más importante que un beneficio económico mayor, dado que nos evitara problemas al futuro

Lógicamente, hay que negociar un contrato o acuerdo, donde están recogidos todos los posibles puntos de fricción, para solventar dudas. Evitando problemas en futuras incidencias

Clear negotiation is crucial to ensure both parties are aligned. Set specific terms around the scope of the partnership, such as how each brand will be promoted, the timeline, and the financial investment required. Discuss the division of responsibilities—who handles what, from marketing to logistics—and establish communication channels for regular updates. It's important to agree on how you’ll track success, whether through sales, customer engagement, or brand awareness. Transparency in expectations helps prevent misunderstandings and sets the partnership up for success.

En relación a lanzar una campaña. En mi opinión lo primero que hay que hacer, es crear un plan de partners con diferentes niveles en base a parámetros. Al presentarlo en la negociación, daremos valor al trabajar con nosotros lo que nos ayudará a cerrar un trato más beneficioso. Por ello, según en que nivel de partners esté situado, ya tendremos una campaña de lanzamiento y co-branding diseñada. Contando con menciones en RRSS, artículo, fotos, visita, mención en la carta, publicidad en el local, .....

Your partnership is strategic, right? Designed to support some goal you could not achieve on your own or something you can better achieve with the partner. Based on that goal determine if/how the partnership shows up. As equals? With one as senior and the other as junior? Where would be places you could promote the partnership that would generate the brand and business impact you desired when entering into the partnership?

Once the terms are set, it’s time to launch the campaign with a well-thought-out marketing strategy. Highlight the unique benefits of the co-branding collaboration and make it exciting for your audience. Use both brands' social media, websites, and email newsletters to spread the word and create buzz. Collaborate on eye-catching content, special promotions, or limited-time offers to engage customers. The goal is to spark curiosity and excitement, making the campaign feel fresh and worth checking out, driving both awareness and customer action.

A ce stade de développement de partenariat de marque, il est impératif que les deux marques ait une intention plus précise que « notoriété » ou « vente ». Pour fixer des KPIs sur le lancement marketing, des lesquels ils pourront tirer de vrais apprentissages et pas juste une évaluation : bien ou pas bien.

Monitor and evaluate the results The last but not least step is to monitor and evaluate the results of the co-branding campaign. You need to collect and analyze the data and feedback from your customers, partners, and stakeholders. You need to see how the co-branding campaign affected your sales, traffic, awareness, and loyalty. You also need to identify the strengths and weaknesses of the partnership and the campaign. You want to learn from the experience and improve your co-branding strategy for the future.

It is important to develop a robust marketing model that includes the ability to capture the uplift that this partnership is intended to create. Set monthly goals and evaluate the impact on your brand to make sure it works as expected.

Evaluate the Fit: Brand Alignment: Does your brand image complement theirs? Look at their marketing materials, online presence, and customer reviews to assess their brand personality. Customer Base Compatibility: Do your target audiences have similar demographics and interests? Overlapping customer bases create a win-win scenario. Business Reputation: Research their online reviews and industry standing. Partnering with a brand with a tarnished reputation could reflect poorly on yours. Example: Imagine you run a vegan restaurant. An organic farmer cooperative could be a perfect partner. Their focus on fresh, healthy ingredients aligns with your brand, and their customers might be interested in exploring vegan option.