How do you sell a restaurant chain concept to property owners and would-be investors who’ve never visited one of its locations? I was tasked by Restaurants Unlimited leadership with evangelizing the Henry’s Tavern brand via a glossy book—part presentation piece, part meeting takeaway.
I zeroed in on the elements that make the Henry’s brand unique in the landscape, and the individual character of each restaurant. I presented Henry’s as a sophisticated but laid-back, taste-making neighborhood hub. The book (excerpted from the final proof here) leaves the peruser with a true sense of the chain’s purpose—and potential. It has continued to impress both internal stakeholders and its intended audience.
While thrilled with its success, I consider the book a strong starting point—for an eventual, internal branding, voice, and style guide. I aim to lead the creation of similar books for other Restaurants Unlimited brands.