By: Rhett Rosen, CEO of Trader Vic’s Worldwide

Ensuring consistent brand communication is paramount for any business, but in the rapidly changing Food and Beverage (F&B) industry, its role is even more critical. Throughout the last 9 decades, many F&B businesses have come and gone, but only the ones who built a resilient brand have stood the test of time.Whether it’s a stylish bar, fine-dining restaurant, or a small café, the key to longevity lies in maintaining a consistent brand identity and storytelling that resonates with consumers across many cultures and communities. With Trader Vic’s, the brand is taking its 90-year heritage to usher in a new era of growth.

The enduring success of consistent brand communications spanning 90 years

The resilience of F&B brands spanning nearly a century is evident in their ability to weather various challenges while maintaining a strong brand presence and a loyal customer base. From economic crises to pandemics and more, the world is continuously being shaped by global events, which in turn affects customer behaviours, preferences, and purchasing power. Growing businesses will have to continually adapt to changing trends while keeping their essence and heritage. 

Brand resilience is not just about surviving adversity but thriving in the face of it, showcasing brand recognition and enduring customer loyalty. Successful brands always focus on adapting their strategies and offerings to meet evolving consumer needs while staying true to their values. This steadfastness is not only about sustaining and growing the businesses but about strengthening brand equity and positioning it as a trusted and reliable choice.

In an era dominated by blitzscaling, where many F&B chains are becoming increasingly reliant on profit-driven investors, communicating the idea that the business is still independent—if that was the case—sends a powerful message to customers, signifying stability and authenticity. Some brands excel in storytelling, authenticity, and consistency, earning trust and loyalty while carving a niche in the market. Trader Vic’s is a prime example, maintaining its unique brand ethos through decades of unified dialogue and a strong story at its core.

Brand agility: Navigating market dynamics

Adapting swiftly to shifting consumer preferences and market dynamics is the cornerstone of brand agility. Today’s successful brands go beyond meeting expectations, striving to exceed them, and consistently offering customers something new and unique to stay ahead of industry trends. Achieving agility demands a profound comprehension of the market, coupled with a proactive stance towards innovation and adaptation, all while maintaining resonance with the distinct brand identity that the brand embodies.  

The F&B industry changes much faster than some might think. Having the latest data available about the market, customers’ behaviours and preferences can help businesses plan ahead and stay agile in their strategies and main brand message. It’s important to always recognise consumers’ growing appetite to spend in the F&B market, which is expected to hit 9.5 trillion U.S. dollars by 2029, according to Statista. 

Fostering meaningful rapport with consumers and local cultures

At the heart of brand resilience is a community-centric approach to engagement. Brands that foster connections with customers, stakeholders, and the wider community build loyalty and trust. This involves active listening, responsiveness to feedback, and inclusive decision-making processes. Strong relationships create a loyal customer base that acts as a stabilising force during challenges.

This is especially important for businesses that operate overseas. A brand that has multiple locations spread across the globe must align with the local culture and communities within which it operates. The brand’s essence and identity should be maintained no matter the location, but adding a unique flavour to each branch—by using special décor elements, tailored menus that are mindful of regional tastes, and incorporating other cultural elements—can further enhance the connection with customers and create a sense of belonging.

Brands should also prioritise creating experiences at their F&B venues that resonate with customers, eliciting personal stories and shared experiences that foster emotional connections and leave lasting memories.

In the F&B sector, the brand itself is one of the most important assets for any business, and maintaining it requires adopting a comprehensive branding strategy to ensure timeless relevance. Staying in the market for decades and overcoming challenges can’t be enough, as showcasing enduring customer loyalty and establishing the brand as a trusted choice is of equal importance. By staying true to their values and adapting to evolving consumer needs, F&B brands can strengthen their equity, resonate with diverse audiences, and position themselves for sustained success and organic growth in the future.