Creating a brand restaurant or a food concept is a complex thing. Successful branding raises the profile of an ordinary product, service or organisation to something special, unique and extraordinary. Branding makes it clear to the consumer why a creative menu is better than any other on offer. Price will become the only distinction when you are unable to tell the difference between any two products. It clarifies the existing market position and what position and what you stand for. It holds so many elements – the service, the food, the ambiance, the interior – but most of all, the PEOPLE. That’s the thing, you see, in our world, it is really the people that are the brand. The way they interact with guests, see them, talk to them, serve them, smile at them and remember their names and remember their favourite dishes. Always try to remember their birthdays and make them a surprise, offer a glass of wine on the house or arrange a candle on the table.