Seasoned expert highlights importance of brand identity in evolving restaurant landscape
It feels like the season of change is never-ending. With new concepts and trends competing for attention, restaurant brands may feel like a monumental shift may be necessary to both attract new franchisees and empower current ones. However, these questions for your future may be solved with a look at the past.
In 1968, the first Sonny’s BBQ opened in Gainesville, Florida. Our founder, Sonny Tillman, knew his guests wanted slow-smoked barbecue served with Southern hospitality. In the decades since, the focus on brand identity has not wavered.
It’s that commitment to the craft and community that drew George McAllan to Sonny’s BBQ, and where he’s focusing the brand as Chief Growth Officer. “Sonny’s has collected a wealth of experience since 1968,” says George. “It’s all those lessons that have led us to where we are today and direct our plans for the future.”
Before joining the Sonny’s team, George spent the previous five years serving as Chief Operations Officer with two different franchisee groups. He’s also served a variety of roles with Dunkin’ Brands, including as international vice president responsible for 4,000 Dunkin’ and Baskin Robbins restaurants.
In today’s restaurant landscape, some brands may feel tempted to hop on the latest trends to attract franchisees or grow current ones. George says this must be done with care, recalling a prior experience during his time with Baskin Robbins. He remembers the “frozen yogurt boom” where many ice cream brands shifted their focus to the sheer variety of flavors and customizability that was flowing throughout the market.
“With a brand like that, we quickly realized we had to refocus,” George says. “Our guests wanted a perfect scoop of ice cream served with a smile. You want to deliver value, and you have to listen to what’s going on, but it’s important to remember who you are.”
For legacy brands like Sonny’s, innovation isn’t off the table, it just has to be intentional. Take their BBQ Pork Egg Rolls: an Asian fusion twist that uses familiar ingredients in a new format. It’s creative, but still true to the brand’s barbecue roots.
“You can evolve without eroding,” George says. It’s about introducing newness that enhances the brand, not confuses it. In the case of Sonny’s BBQ, the steadfast focus is on the quality of the food and the guest experience. Building and maintaining a core group of guests is something future and current franchisees are always hungry for. “There are so many moving parts to the restaurant industry. If you’re just crystal clear on what the brand experience should feel like, you can navigate challenges more effectively,” George explains.
If you’re unsure of where your brand identity is, George says your guests are a valuable source of information, and there’s a wealth of it to explore. These personal stories and anecdotes from your guests are paramount in learning who your brand is and what it means to them. George says there are multiple ways to tap into that stream of feedback, from social listening tools for large brands to simple conversations for smaller brands. “Your guests will tell you who you are if you’re willing to listen,” he says. Ultimately, a strong brand identity benefits one of the most important aspects of the restaurant industry: franchisee profitability. George says, if a brand forgets about profitability, it may be more difficult for operators to follow standards down the line. He stresses that if you set them up for success, you will reap rewards. “If you stay true to your core and build a model that works, franchisees will follow your lead,” he says. “Because when the guest experience is clear and the numbers make sense, you’ve got a formula that lasts.”
For more information about Sonny’s BBQ, visit SonnysBBQ.com or follow along on Facebook, Instagram, X, TikTok and YouTube. Franchise opportunities can be found at SonnysBBQFranchise.com.
About Sonny’s BBQ
With nearly 100 locations spanning the southeast, Sonny’s BBQ® is one of the largest barbecue restaurant brands in the country. Its signature pulled pork, sweet tea, and unique appetizers have afforded the restaurant the title of “Best Barbecue Chain in America” by The Daily Meal. Floyd “Sonny” Tillman and his wife, Lucille, founded Sonny’s BBQ in 1968 in Gainesville, Fla. in hopes of creating a local BBQ joint for their community to enjoy. 55 years later, Sonny’s BBQ continues to do just that under the direction of CEO Jamie Yarmuth and local pitmasters spreading the spirit of BBQ in each of their communities through the Q the Kindness and Random Acts of BBQ initiatives. The brand gives back more than $1.2 million annually across the eight states it serves, and reaches tens of thousands of community members with its generosity. Sonny’s BBQ is a leader in the hospitality industry with its commitment to creating unique consumer experiences, ability and willingness to utilize cutting-edge technology, and network of successful franchisee relationships. For information and to find the Sonny’s BBQ location closest to you, please visit www.SonnysBBQ.com.