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What does a restaurant's brand strategy need before opening?

Writer: Itziar Villar
Itziar Villar
Sep 28
3 min read

A restaurant’s pre-opening brand strategy requires four things: knowing who you are speaking to, defining the atmosphere of the space, identifying what sets you apart from the competition, and determining what people will remember when they leave.


This is the approach I took with La Barquette, the "meat bar" that just opened in Malasaña.


If you are about to open, your mind is likely occupied with renovations, the menu, and licenses.

But the decisions you make before opening are what people will talk about later. Strategy, branding, and communication are key to a successful launch.


Apertura de bar La Barquette en Madrid

What is a restaurant's brand strategy?

A restaurant's brand strategy is the process of determining what story your establishment will tell and who is your target audience.before designing the logo or choosing the chairs.


It encompasses market and competitor analysis, your target audience, positioning, the physical space, and the customer experience. Everything else from the name to the menu stems from this foundation.



Why do it before opening rather than after?

Because it’s harder to change things later. If the venue is already set up and people don’t grasp your concept, making changes means renovations, a new menu, and having to explain yourself all over again.


Before opening, however, every decision is guided by a clear rationale. Choices regarding materials, table layout, or the payment process move beyond mere personal preference.


Strategy also determines the look and feel of the venue and that is the very first thing people photograph.



How did I do with La Barquette, the Malasaña meat bar?

La Barquette serves the meat on a trayaccompanied by potatoes and sauces—to be eaten with tongs. I began developing their strategy in November 2025, nearly a year before the opening.


I analyzed the Madrid market and the competition, and defined their target customers: the couple looking for an easy outing, the foodie seeking the perfect photo, and the tourist wanting something quick and different.


I proposed a concept for the venue that blended a European bistro with a fast-casual style—featuring dark wood, metal, and burgundy tonesalong with a defined customer flow from entrance to exit.


We also finalized the concept of the "ritual" as a core part of the brand: the signature tray presentation, the tongs, and the ice cream upon leaving. Today, these are the very elements highlighted in articles about the opening.






Who develops the strategy, and who handles the branding?

They may or may not be the same person. For La Barquette, I handled the strategy, TheCloudStudio designed the visual identity, and 27 Studio managed the launch communications.


On other projects, such as MyFriendCoffee or Kamel, I handle both the strategy and the branding from start to finish. The key is for the strategy to come first and for the designer to have it right in front of them.


This is for you if you are opening a bar or restaurant and want to make informed decisions. It is not for you if you have already made up your mind about everything and just need a quick logo.



Frequently Asqued Questions


Does the brand strategy include the logo?

No: the strategy determines the story you want to tell, and the logo comes later. You can commission both from the same studio or from different ones—as was the case with La Barquette.




Is it useful if my restaurant is already open?

Yes. If people don't understand your concept, the strategy helps organize what you communicate and how, before you make any changes to the physical space.




Do I need to have the premises secured to get started?

No. With La Barquette, I started almost a year before opening, and the strategy helped determine the materials and the layout of the space.




Are you opening your own restaurant?




I am Itziar Villar, founder and creative director of By Grá Design, a branding studio in Barcelona.



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