Laura Ries
Laura Ries

Branding basics: The signature dish

Marketing consultant Laura Ries discusses the importance of the signature menu item.

The restaurant industry invented a concept I believe should be copied by every other industry: the signature dish.

A signature dish helps consumers position the restaurant brand in their minds. Is it high end or low end? Is it ethnic or mainstream? Is it fast food or casual or white tablecloth? Is it basic or gourmet?

A signature dish tells consumers a lot about what to expect should they venture inside the restaurant. In the outside world we call this strategy &ldquo

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