When most people think of creating a brand, or building a branding program, they immediately think of logos, colors, signage, and keeping things consistent across advertising platforms. All of that is very important, because you do want to present a unified marketing message. But it is just the tip of the iceberg when it comes to creating a brand.

The Buttered Biscuit, a growing regional operator in Northwest Arkansas, had a clear vision for its operation in place from the beginning. Thanks in part to owner Sam Russell’s experience in the CPG industry, he understood the importance of parlaying a consistent message to customers. The scratch-made concept with a family-style atmosphere had won over people in the communities of the first four stores. So when it came time to plan for expansion, Russell knew he needed more.

The Buttered Biscuit partnered with Starrdesign to create a plan for future growth, and part of that included taking a hard look at the company’s brand, and making sure it permeated throughout the entire operation, from the architecture and décor to the equipment in the kitchen.

The Branding Process

The first step in building the Brand Identity is always to take a hard look at the operation’s current brand. The process starts with talking with team members, studying current operations and looking into the existing brand. Through initial conversations, the primary message for The Buttered Biscuit centered around scratch-made food in a family-style atmosphere that would help build a sense of community.

Once the primary message is agreed upon, the Brand Identity is fleshed out with a document that includes target customers, the competitive landscape and a brand positioning statement. That is used to create the brand collateral, including the color palette, logo, and other brand assets. For The Buttered Biscuit, the brand included blues and yellow for interior décor, warm woods, and a focus on assets that emphasize the scratch-made philosophy.

For The Buttered Biscuit, the brand identity is centered around the core values of scratch-made food served in a place that feels like home. That starts at the entrance, where blue awnings decorated with cheerful buttercups and comfortable benches create a front porch feel to welcome guests to the restaurant.

Implementing the Brand

Once the Brand Identity is created and agreed upon, it’s then used to help focus everything surrounding the restaurant’s operation, from the architectural design to the menu and kitchen processes.

When it came to The Buttered Biscuit, that meant designing a restaurant that felt cozy and welcoming, while producing hot, made-from-scratch foods.

Architectural Elements. A couple of things stand out in the architectural design of The Buttered Biscuit that point to the implementation of the brand within the design. An awning at the entrance not only softens the façade of the building, but also provides shelter from sun or rain for people as they wait to be seated inside. The patio area is an extension of that entrance, to create a “front-porch” feel. The big, open window between the dining area and the kitchen allows for an open feel, letting customers see the work going on to prepare each meal. It’s all to enhance the welcoming, family atmosphere called for in the brand package.

Décor that Creates Atmosphere. Two special pieces of art help drive home The Buttered Biscuit’s brand message. A wall made out of rolling pins divides the waiting area from the seating area, and not only does it illustrate the scratch-made philosophy, it also gives kids something to play with while they wait to be seated. A large piece of artwork made of flour hangs on the main wall of the dining area, also emphasizing the scratch-made brand.

Bringing it Home with Equipment. Brand Identity played a critical role in creating the kitchen design for the new locations of The Buttered Biscuit. From looking at the menu to analyzing operations and finding ways to improve efficiencies, each decision was made by looking to the core message first.

  • FireX tilt skillet, with programmable recipes, allows any operator to produce the restaurant’s signature gravy, jams, and jellies with perfect consistency.
  • A Marshall Air holding cabinet was added to hold potatoes and waffles, allowing for more efficient production while keeping the desired hot, fresh quality important to The Buttered Biscuit.
  • A warming tray installed on a shelf at the kitchen window does double duty, keeping biscuits hot until they’re needed on a plate while showcasing the signature item of the restaurant for all to see.

Through collaborating with Starrdesign, The Buttered Biscuit now has a solid brand to drive all facets of its operation. This foundation paves the way for success as the restaurant continues to add new locations, giving it the guidelines needed to maintain a consistent message throughout its growth.

No matter what stage your operation is in, whether you’re renovating an existing restaurant business or looking to open a new operation, Starrdesign can help you find the focus to help establish a foundation for success moving forward.