Who is this course for?

Marketing leads, operations leads and store management teams.

Is this about ad buying?

No. Ad buying is a channel. This course is about deciding who you are talking to and what you are saying, before choosing the channel.

Do service moments count as communication?

They do — and in restaurants they are the cheapest and most neglected part. Guests remember a moment of service more often than an advert.

Can we attend without a brand department?

Yes. Many regional brands have no dedicated brand function; operations or marketing carries it, and this course is built for that.

Should positioning come first?

Yes. Communication without a position turns into trying a new story every quarter.

Standard course

Brand Communication Strategy

Translate brand positioning into actions customers can see, remember and pass on.

Helping regional restaurant businesses build nationally leading brands

Book a consultation All five courses

What it covers

The backbone of this course

01 Brand communication planning
02 Brand marketing planning
03 Key service touchpoints

Who it suits

Restaurant brands that have a position guests cannot feel
Operations teams spending on media without seeing repeat visits
Chains whose service standards live on paper and slip on the floor

What you take away

A method for translating brand positioning into store actions guests can see
A design framework for key service touchpoints that can actually be checked
A way to align communication planning with the operating rhythm

How it connects

A course or an engagement?

The courses teach the method; the engagements apply it. If the problem is that your team does not know how, take the course. If the problem is that nobody has time to do it, take the engagement.

Enterprise Strategy Consulting

12 months cumulative

From enterprise strategic positioning, expressed through brand strategy

RMB 1.28M · Phase two · from month 7

Strategic Positioning Program

6 months

From category positioning to the super store model

RMB 680k · Phase one · first 6 months

Chen Yufu coaching a team in a training session — Courses run as live workshop sessions on the participants’ own menu and numbers.

FAQ

Frequently Asked Questions

Who is this course for?: Marketing leads, operations leads and store management teams.
Is this about ad buying?: No. Ad buying is a channel. This course is about deciding who you are talking to and what you are saying, before choosing the channel.
Do service moments count as communication?: They do — and in restaurants they are the cheapest and most neglected part. Guests remember a moment of service more often than an advert.
Can we attend without a brand department?: Yes. Many regional brands have no dedicated brand function; operations or marketing carries it, and this course is built for that.
Should positioning come first?: Yes. Communication without a position turns into trying a new story every quarter.

Other courses

Brand Strategy & Positioning

Start from enterprise strategic positioning and find the category direction and top-level expression of the brand.

High-Profit Menu Design

Read the menu as a product structure: dish margin, volume, mix and station load.

Single-Store Profit Model

Back-calculate a store’s return picture from store format, area, rent and guest structure.

Read further

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