With signature concepts: How top contractors build brand awareness

June 1998
FoodService Director;06/15/98, Vol. 11 Issue 6, p164
Trade Publication
Discusses the strategies used by top food service contractors on how to build brand awareness. Need to match the brand with customer spending patterns; Importance of surveys in determining the customers' needs; Investment in market research; Use of the speed-scratch system to create more consistency with less skilled culinary labor.


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