Let’s start with slogans. You definitely don’t want something that’s too “sell out.” A bad slogan may seem funny and may even help people remember you but it won’t make them diners. And it can hurt your reputation in the long run, which then defeats the purpose of branding your food business. Your slogan should say something about your USP, or your unique selling point. Take the case of Burger King. Their slogan, “Have it your way”, does not talk about how great their burgers are. It tells customers that at Burger King, unlike in any other fast food chains, you can have your burger the way you really want it. It’s also reflective of the kind of customer service you can expect from them.
Now on to your front liners. Odd as it may seem, the “face” of your business is part of your over-all design. It does not have to be a real person like a celebrity. It can be a mascot or a fictional character that personifies your restaurant’s image. If you do decide on having a “face” for your business, make sure that it is also incorporated in your custom beverage napkins, outdoor signs, as well as in all of your supplies and decors.