Why Fast Food Is Racing To Ditch The Dining Room

Five hours into a long drive through New England last week, I needed coffee. I pulled up to a Dunkin’ in Gorham, New Hampshire, parked, and got out of the car. Mistake. In the donut-scented interior, I learned that this Dunkin’ wasn’t taking orders in the store—only at the drive-thru and via the app. Reluctantly, I downloaded Dunkin’, selected a large cold brew, tapped in my credit card number, and watched in silence as two workers prepared and placed the coffee on the largely obsolete counter.

Seven days later, I got an email—“Are Your Cravings Calling?”—that left me unsure if I’d signed up for DD or AA. I was part of the Dunkin’ digital universe now, which is right where the company, owned by Atlanta-based Inspire Brands, wants me. Certainly more than in the actual store. Last August, Dunkin’ opened its first “digital” location on Beacon Street in Boston. There are no cashiers, replaced by touchscreens and mobile ordering, and no seats or tables.

Dunkin’ is far from alone. Name a fast-food restaurant and the odds are the company has recently developed a branch without any restaurant at all. Chipotle’s first “Digital Kitchen,” which opened in upstate New York in 2020, has no dining room. A branch that opened last year in the Cleveland suburbs doesn’t even let customers inside the store.

This summer, Taco Bell opened something it calls Taco Bell Defy, which is not a restaurant at all but a purple taco tollbooth powered by QR code readers and dumbwaiters that bring the food down from a second-story kitchen. The operation is, by most accounts, astoundingly efficient. Wingstop’s “restaurant of the future” doesn’t have seats or take cash.

What’s driving this trend? Partly savings on real estate and labor. But mostly it’s a response to consumer preference. Pushed by pandemic restrictions and pulled by the increasing ease of mobile transactions, customers have rushed into drive-thrus, delivery, and mobile ordering. Even with coronavirus fears in most Americans’ rear-view mirror, Chipotle’s in-restaurant sales now account for just a third of its business. At Panera, which opened its first to-go-only locations this summer, that figure is under 20 percent.

“It’s a way to cater to changing customer-order behaviors,” explains Emma Beckett, an editor at Restaurant Dive, an industry publication. While smaller store footprints and radical new designs are mostly reserved for new locations, she says, the arms race is on to remodel older stores with drive-thru lanes. “Everyone wants double or triple drive-thrus, so those parcels are becoming competitive, because there are only so many corner lots that can accommodate that.”

Everything is moving in the direction of Checkers and Rally’s, two drive-thru chains that were early to this idea. Take Salad And Go, the nine-year-old budget salad chain that now has dozens of locations in Arizona and Texas. Salad And Go has no inside at all, nor does it usually bother with picnic benches or even parking spots, like Sonic. Founder Roushan Christofellis has said the stores’ “microfootprints” are the secret to their super-affordable salads. As a bonus, no public interior space means you don’t need to build customer parking.

Wherever Americans are eating, it isn’t inside fast-food joints. To meet this shift, some chains, like Wendy’s and Qdoba, have embraced “ghost kitchens,” unmapped, closed-door facilities where food for delivery might be prepared for a dozen different brands at once.

Increasingly, the logic behind ghost kitchens is finding its way into public-facing retail design too. Last year, I wrote about how the rise in digital ordering was messing up the fast-casual experience, as restaurant workers struggled under a workload that depended little on the number of customers in the store. The good news is they are working on solving the problem. The bad news is: I am the problem.

Like the parallel remote-work phenomenon, the rise of what McDonald’s calls the Three D’s—digital, drive-thru, and delivery—may reflect an ongoing social atomization as the shared spaces that emptied out during the pandemic are slow to fill back up, to the point that walk-up, dine-in customers like me are no longer the focus, and might even be a nuisance. Often lauded as a vital “third space” for seniors, teenagers, and families in communities that lack friendly public spaces, McDonald’s unveiled a concept store in 2020 that has no seating at all.

It does, however, have algorithms inside the My McDonald’s App. “Imagine what can happen once we start to know, ‘Oh, Brian’s coming to the restaurant,’ and what we can do,” McDonald’s digital engagement head Lucy Brady told Wired in 2020. It’s like a 21st-century version of the waitress asking if you’ll have the usual.

On the other hand, to-go orders might not be replacing meals with friends as much as they’re eating into grocery-store spending. In the 2010s, American restaurant spending surpassed grocery spending for the first time, a dramatic shift from the 1990s when U.S. consumers spent $3 at the grocery for every $2 at the restaurant. “Breakfast spending is the fastest-growing daypart,” one industry analyst observed, “and that’s the ultimate utility. No one is sitting down for breakfast.”

That’s probably what’s motivating coffee-centric chains, among which Panera isn’t the only one scrambling to scrap seating areas. As Jonathan Maze wrote this summer in Restaurant Business Online, “Dutch Bros, which went public last year, rocketed to become the third-largest coffee chain with a model that features no seating. The fifth largest is Scooters Coffee, which is also a drive-thru-only concept. The fourth largest, Minneapolis-based Caribou, is focusing all its attention on growing drive-thru-only locations.” The occasion for Maze’s piece was the first drive-thru-only Tim Horton’s.

Something similar is happening at Starbucks. Despite its roots as an urban gathering place whose comfy chairs, Wi-Fi, and bathrooms invite customers to linger, on-and-off closures related to COVID have helped accelerate a business shift toward mobile, delivery, and drive-thru, which now make up almost three quarters of the brand’s U.S. revenue. And that’s just fine with Starbucks brass: Those customers make bigger purchases than the ones who walk in and order at the counter.

Starbucks opened its first “Starbucks Pickup” store in 2019, in Manhattan, and the model has since expanded to cities across the country. “These stores center on convenience and illustrate one way we can meet evolving customer behaviors in dense, urban locations,” a spokesperson says. As for Starbucks’ role as social infrastructure, the company has said it is “creating the digital third space.” “We plan to create a series of branded NFT collections, the ownership of which initiates community membership, and allows for access to exclusive experiences and perks,” chief marketing officer Brady Brewer wrote in May. Your Viennese coffee house could never.

You can see the zeitgeist in the rise of another coffee chain, Blank Street, whose New York locations rewards mobile pre-orders and often eschew seating altogether in favor of tiny, low-rent retail footprints. Most don’t have bathrooms, but then Howard Schultz has said Starbucks may reverse its own open-bathroom policy, citing problematic customer behavior. After closing a store in Philadelphia due to “safety” issues, Starbucks’ new Center City location has neither seating nor restrooms.

Perhaps we shouldn’t take these seatless concept stores too seriously. After all, they represent only a tiny experiment compared to the nation’s tens of thousands of existing fast-food restaurants, which, the Dunkin’ in Gorham, New Hampshire excepted, continue to offer old-fashioned thrills such as ordering with a human cashier and sitting at a table to eat. And let’s be honest, fast food’s appeal has always been the food—not the human connection and certainly not the ambiance.

“Pre-pandemic, about 50 percent of food was consumed on premise and 50 percent was drive-thru and delivery,” said Mark Landini, a retail designer who has worked with McDonald’s and other brands. “Because of the pandemic, that’s now changed to 20-80.” Landini specializes in eye-catching designs, and he suggested that further streamlining the fast-food experience might not be good for workers or, in the long run, brands.

(Or, obviously, his firm.) “I think ghost kitchens are a big mistake,” he said. “You’re effectively putting your business in someone else’s hands and the less a brand can manifest its personality, the less you’ll experience it emotionally. If you’re going to reduce that physical interaction for operational economics, or to reach a broader audience, the long-term effect is your product becomes a commodity on someone else’s shelf.”

Then again, the futuristic Taco Bell Defy and its ilk—as well as these companies’ earnings reports—show us where Americans are going, or more precisely, how. It’s not just mobile apps that are making these changes attractive, but an older technology that also promised both freedom and a kind of anti-social isolation: the automobile. The pandemic-fueled rise of the drive-thru just isn’t going away. Maybe it’s because remote work has pushed fast-food spending into suburban, car-dependent locations.

Maybe it’s because sitting down at Chipotle only seemed like a good idea relative to returning to the office, but nothing beats the kitchen table. Maybe it’s because there are more fun things to do at home, online, than ever before. One way or another, vehicle miles traveled are back to where they were in 2020, even though many white-collar workers aren’t in the office five days a week. They’re still going to the drive-thru, though.

Source: Fast-food chains like Taco Bell, Dunkin’, and Panera are ditching dining areas for drive-thrus and mobile ordering.

Critics by deliverect

we’ll discuss some key challenges of digital ordering and online food delivery for restaurants and how to address them.

1. You punch in delivery orders manually, losing time and sometimes making errors 

Many restaurants assign one of their employees to online orders, accepting delivery and takeout orders on the aggregators’ tablets and entering them in your restaurant’s point-of-sale system by hand. This manual task, which is both time and labor intensive, creates a delay in the order flow.

By automating the online order process, you can eliminate human error and free up your staff’s time, to focus on improving the customer experience. With tickets printed in the kitchen in a consistent format, your delivery operation will run much smoother.

2. The more online ordering platforms, the more tablet mayhem

When you deliver food, working with multiple third-party food ordering players is a smart strategy to scale up your business. Each delivery service your restaurant works with will send you their own device, usually a tablet, with platform-specific software.

You can solve this issue by integrating your delivery orders into your point-of-sale system, automatically pulling in all your orders to your POS.

3. Managing your menus across different online ordering platforms takes up a LOT of time

Never before have there been so many restaurants offering delivery and takeout. Therefore it’s crucial to stand out, and one sure-fire way to do this is with a menu adapted for delivery that is clear, attractive, and customizable.

Fortunately, it’s possible to quickly and efficiently manage multi-location and multi-platform menus from one screen. Deliverect’s omnichannel restaurant solution comes with an easy menu builder that enables you to create, duplicate and automate menu items, and publish them to multiple channels with a few clicks.

4. You don’t have real-time sales data, and you don’t know what’s been sold online

Analyzing your sales data is one of the best and fastest ways to optimize and grow. If your restaurant is available on multiple online ordering platforms, however, it can be challenging to get a complete overview of all your online sales. 

Seamless integration between your online sales channels and your POS system is all it takes to solve this pain. Connecting all your online ordering platforms to your point of sale means you’ll see all your sales data in real-time, on one screen.

5. Customers can order out-of-stock items because your stock isn’t synced with your online channels

Replenishing your inventory can be a complicated job if your stock isn’t automatically updated in your restaurant inventory software or point-of-sale system after an order has been placed online.

Many modern POS systems already include stock management, but to sync with your online sales platforms, restaurants need an active POS integration.

6. Your online orders aren’t in your POS – you’re not VAT compliant

Hospitality businesses are subjected to rigid tax regulations worldwide. In some countries, restaurants and catering services are required to work with a registered cash system – the so-called “white cash register” to avoid fraud.

Automate your online order flow to ensure your online orders, no matter which platform they come from will be sent to your POS system without you having to do anything. It’s that simple!

7. Your restaurant is crowded with riders

Food delivery couriers need to make as many deliveries as possible to earn a living. For them, there’s nothing more frustrating than waiting for a meal that’s not ready for pickup.

One solution is to rethink your restaurant’s design and flow to accommodate specially designed waiting areas for riders. You may also want to think about a screen displaying order statuses that are ideally placed in your delivery pickup area. This will increase the efficiency of your pickup.

8. Customers don’t find your restaurant in the app

Cities like London, Madrid, Amsterdam, Dubai, and New York count thousands of eateries with delivery services. With many of those signed up with platforms like Uber Eats, Postmates, Talabat, and Deliveroo, the number of in-app restaurant listings, and thus competition, is huge.

Faster preparation times, faster delivery times, higher acceptance and online rates,… in short, a better delivery performance will lead to more positive customer reviews and a better position of your listing.

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10 Reasons Why Website Design Is Important For Your Business

Having a website for your business is a “must” today. However, in a world of do-it-yourself websites, often business sites are done by people without any design experience. There are many reasons why good website design is important.

1. Professional Design Builds Trust

Consumers coming to your site expect to get information about your products and services and feel good about contacting you. If they come to a site that looks messy or is hard to use, this hurts their ability to put trust into your company. Remember the old saying, “You never get a second chance to make a first impression.”

2. Modern Design Establishes Confidence

If your website reminds visitors of the good old days of Geocities, MySpace, and Angelfire, this does not inspire confidence in your company. Even if you had your site done within the last few years, you should consider redesigning. Website trends change, and what may have looked up-to-date three to four years ago could now look dated. The older the design of your site is, the more you risk customers thinking your business might be closed, and the website abandoned. Good design prevents this.

3. Good Design Brings Mobile Users

More people are using their phones for internet searches than ever. If your site is not mobile-friendly, it will be penalized in searches on Google. Even if people find your site, users who can’t navigate the site easily on a phone will get frustrated and leave. Many business owners are under the impression if you can “see” the site on a phone, it’s mobile-friendly. Unless a site is carefully designed and optimized for mobile navigation and screen size, you harm your chances of being found and viewed.

4. Inclusion Requires Accessibility

If you want everyone to be able to learn about your company, then you need to make sure your site is accessible to people with disabilities. A good designer knows how to use contrast, proper navigation, and other techniques to make sure your site can be enjoyed by everyone. This benefits your business by increasing your potential customer base and building lots of good will.

5. The Right Design Improves Customer Retention

Customers who have a hard time finding information will not likely stick around to learn more. User experience (UX) is an important facet of professional web design. Not only does having a great UX mean happy, repeat customers, but it further bolsters the professionalism of your business. UX is particularly important for ecommerce sites. If users have a hard time finding products or become exasperated with your shopping cart, you risk them finding elsewhere to make their purchase.

6. It Can Make Customers “Stick”

A striking website design with effective navigation, colors, and easy-to-use portals is a place that people want to visit again and stick around. You want to use the concept in marketing of “sticky,” which means users will stay on your site and either buy something, order a service, or contact you for more information.

7. Design Drives Sales Conversions

Following the concept of “stickiness,” if users like your site, they will be converted into customers. Almost 40 percent of people will leave a site that they find visually unappealing, and you can’t sell to people who aren’t there. Research has found people’s attention can only be held for about 8 seconds, so you need to use those 8 seconds to your best advantage.

8. It Allows You to Showcase Your Brand

Branding is important in any business because it builds recognition and loyalty for your company. If your site doesn’t effectively promote your brand, such as using an incompatible color scheme or unprofessional fonts, it will make it harder for people to associate your site with your company. You need to consider the emotions and impressions your brand strategy conveys, such as excitement or authority. If you position your company as the experts in a niche and your site use neon colors and Comic Sans, you are working against your brand.

9. Design Improves Your SEO

People unfamiliar with SEO may think it simply involves using keywords for search engines. However, an experienced web designer knows how you build your site can vastly improve your SEO. Great SEO includes:

  • Mobile-friendly design
  • An excellent user experience
  • Proper information architecture for navigation
  • Semantic HTML
  • Fast page loading speed (remember those 8 seconds!)

10. It Helps You Stand out From Your Competition

Finally, think of your competition and research their websites. How does yours compare? If you are selling comparable products and services and their website is easy to use, aesthetically pleasing, and modern while yours is not, it’s not hard to see who will get more business. Working with a designer to see other competing sites and developing a strategic and stunning design will put you ahead in the race for eyeballs on the screen and sales conversions.

Your Website Reflects Your Company

There are many reasons why an excellent web design can help your company and a poor one can lead to lost sales and followers. Think about your brand, how you want people to see you, and what you want users to experience and work with a designer who can create a website that fulfills your business goals.

By

Source: 10 Reasons Why Website Design Is Important for Your Business | LoveToKnow

More contents:

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How To Craft a Great Mission Statement For Your Business In 5 Simple Ways

Mission statements remain key aspects of businesses since they remind employees and leaders of what the business stands for. These mission statements can inspire people and help them become unified, so a business needs to know how to create one. This means you must review the approaches and strategies available, so you can craft a great mission statement to help your business.

How to Come Up with A Good Mission Statement

1. Know What You Want to Accomplish

If you plan to craft a mission statement, you need to understand what your business plans to accomplish. For example, some businesses want to help people feel happy and beautiful while others want to get people to find their own homes. While your business wants to make money, it needs to have another point it can focus on.

This means you need to consider the position of your business, so you can find an ideal mission statement based on the situation. The statement won’t work if your business doesn’t identify one related to it. Because of this, you need to form a connection between your statement and business by working towards a goal.

2. Look at the Big Picture

Once you identify the goals you plan to accomplish, you need to look at the situation from a larger scope. This means identifying why your business wants to reach a goal, so you can see the situation with the bigger picture in mind. For example, if your business wants to encourage people to purchase homes, you need to figure out why you want to do so.

For example, a life coach mission statement can mention wanting people to succeed, so it does this by offering its services. This means you need to understand how your business benefits its customers, so you can build your statement around it and understand the bigger picture.

3. Make it Relatable

Not only do you want your mission statement to point towards a goal, but you also want it to stand out as a relatable one. This means you need to identify one that customers and average people understand and want. You must get your customers involved and invested in your mission statement to help you succeed.

You want your customers to feel invested, so they gain a reason to support your business. If they want to see you fulfil your mission statement, they’ll continue to make purchases and support your cause. That way, your customers can feel good about helping you out while your business continues to make money.

4. Focus on Simplicity

As you craft a mission statement, you can focus on simplicity to make it better. It needs to catch the attention of people, so you can’t make them too complicated or long. This seems unnecessary, but doing so can make your mission statement strong overall. Mission statements should stick to one idea expressed in a single sentence.

If your mission statement drags on for multiple sentences, it becomes overwhelming and unappealing. When this happens, customers and employees forget about it since it becomes too long to remember. Instead, you need to make the mission statement a single line people can easily memorize and remain focused on to help your business out.

5. Ask for Suggestions

Developing mission statements helps businesses succeed, but some people struggle to create them on their own. You don’t have to think of a mission statement since you can turn to people in your business for assistance. This means you need to take the necessary time to talk with people throughout your business to receive suggestions.

You can talk with the leaders and ask them what they think might work as an effective mission statement. You can also ask customers and employees for their opinions, so you can identify more options for your mission statement. Once you find one, make sure you give credit to the person who came up with it.

Conclusion

A mission statement allows you to represent your business through a simple phrase and idea. Make sure you focus on creating a mission statement, so you can find one to represent your entire business. As you focus on this, you can impress your customers while encouraging your employees to work towards your mission statement goal.

Source: How to Craft a Great Mission Statement for Your Business In 5 Simple Ways – Newslibre

.

Related contents:

Thompson, Andrew (20 August 2015). “Google’s Vision Statement & Mission Statement”. Panmore Institute. Archived from the original on 13 November 2015. Retrieved 2015-11-02.

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Your Startup Needs Someone To Be Its Lead Storyteller

When it all comes down to it, what is a business? You are an organization that has identified a pain point that people are experiencing. In order to remove that pain point, you are offering a product in exchange for money. It sounds so simple. In the startup world, we often talk about painkillers versus vitamins. You wouldn’t pause your favorite TV show, get in your car and drive to the pharmacy to buy vitamins. You’ll make do without for a couple of days.

If you have a headache, you’ll go out of your way to pick up some headache tablets, however. The difference is the sense of urgency and need. That is where storytelling comes in. When you think about it, every aspect of your company is about storytelling. Hiring your first employees into a startup is storytelling: You are spinning a story that contrasts their steady, reliable job at an established company, pitching it against taking a chance on your startup.

Acquiring early customers fall in the same category: Why should they trust you over a larger, more established competitor? Marketing? Same. Advertising? Same. Raising investment? Oh boy — definitely an exercise in storytelling.

Telling the origin story of your company is part of the culture that underpins everything. It drives who your customers are. It influences who considers taking a job at your company. It informs how your employees think about problems and the types of solutions they offer.

Storytelling is the linchpin of everything you do. It’s the logo your company uses, it’s the design language you use, it’s the words you use to make the points you make.

Some CEOs are natural storytellers — and that’s a crucial function of their job in those companies. In fact, I would argue that in slightly maturing companies, it’s a fourth of the role of the CEO:

  • You hire the right people.
  • You create the right culture.
  • You make sure the company doesn’t run out of money.
  • You tell the story.

But what about companies that don’t resolve pain points?

“But Haje,” you shout at your screen, “some companies don’t fix pain points — they just cause pleasure. What about Pixar, for example?” Excellent point. Many companies don’t reduce pain, but instead cause pleasure. These companies are plentiful and extremely varied. Coca-Cola, for example, isn’t primarily a thirst quencher (water does a much better job at a far lower cost).

Pixar’s films don’t resolve pain directly, but they do reduce boredom and cause excitement and entertainment. (Pixar also has a pain reduction element: For many parents, putting on “Cars” buys a 90-minute break they can use to get some chores done or make dinner.)

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The head banner for the Coca-Cola website tells the story — this isn’t about a tasty drink, this is about happy people enjoying life. That’s a conscious story-telling device. And, if their $41 billion annual sales is anything to go by, it’s working pretty well.

These companies are, often, the ultimate examples of storytelling. What is Coca-Cola’s product really? It’s a lifestyle brand. Look at the adverts and the way Coca-Cola markets itself. It’s extremely rarely about how tasty the products are, but instead about how much fun the people in the adverts are having. They’re adventurous, young, full of life and enjoyment.

That is what Coca-Cola is selling. Sure, the company has a huge, global operations and supply chain organization, but the reason that Coca-Cola is so valuable is almost exclusively its storytelling.

Isn’t this just marketing?

A lot of companies decide to leave their entire storytelling efforts with the marketing team. I think that’s a terrible shame, because most marketing teams focus exclusively on how you can reach potential consumers. The storytelling element runs much deeper — and it’s about learnings that go far beyond just getting products into the hands of consumers.

At all of my companies, I’ve run behind-the-scenes blogs, and it’s a practice that has led to unpredictable results. For example, we discovered that our “unlimited holiday” policy backfired — it had the opposite result of what we intended. We wrote about it, and became the center of a media storm. Then we wrote about how that happened.

Similarly, also at Triggertrap, we really struggled to deliver a hardware product. First, we wrote about the challenges we faced as delays piled on top of delays. When the project eventually failed, we bared all and explored what exactly went wrong. At Konf we created the “Konf Academy,” helping speakers, attendees and organizers make better events. And at LifeFolder, I picked a fight with the American Bar Association over their ludicrous, impenetrable use of language.

At all of my previous companies, I’ve been the de facto storyteller, and often we ended up writing about things that have little to do with the core business. Want more examples of folks who do it well? Buffer runs a fantastic blog, embracing radical transparency in an effort to tell the story of what happens behind closed doors.

The BBC’s technical team runs a fantastic blog that helps educate more about what happens under the hood at the world’s biggest broadcaster. Despite its dumb policies, the company behind Basecamp and Hey (the email client) Basecamp had a similarly magnificent publication, Signal v Noise, which digs into what happens under the veil.

The company also doubled down and published a number of books, and “it doesn’t have to be crazy at work” is a bit of a masterpiece that no doubt helped a lot of people who wouldn’t have learned about Basecamp otherwise find out about the company. Some people call it marketing, but I believe it is something far deeper than that.

By telling the story — successes and failures alike — companies are able to open up a more genuine conversation with their customers. It’s part marketing, part branding, part doing the right thing. The business logic is simple: If your customers are able to follow along on your journey, they’ll trust you more. They’ll feel your pain. They’ll cheer you on. It makes you human, and I’d hazard a bet that when the time comes to hire, it helps you attract better, more engaged staff.

You don’t have to go all-in on radical transparency, of course. That isn’t for everyone — and it’s not the right approach for all companies either. But try and lift the veil every now and again — it’s incredible what opportunities arise as a result.

The fact is, at any company, you invent new things, you run into new problems and you come up with new solutions. Every single day. (If you aren’t, perhaps close up shop and go do something else.) All you need to do is keep half an ear out. Who is doing something awesome? What led them to those conclusions?

The story of your startup is far more than the sum of your successes or the graphs in your KPI dashboard. Dissect the challenges. Celebrate the solutions. Tell the stories.

Source: Your startup needs someone to be its lead storyteller | TechCrunch

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Building a Community For Your Brand

Critics by smile.io

Imagine having customers that continue to engage with you beyond your products. This is a sign of a loyal brand community, and some of the most successful businesses are strong because of it.

Building a great brand community can be done in three steps:

  • First, you need a captivating reason for members to join.
  • Secondly, you need to make it worth their time to engage with each other and with your brand.
  • Finally, it has to be easy and valuable for members to share your community with others and help it grow.

Once you have all three steps working together, you’ve got yourself a brand community.

What is a brand community? A brand community is a group of customers who are invested in a brand beyond what is being sold. So, while this might be a new idea for you, many of the world’s best brands have been putting community building to the test for years.

To get an idea of what this community building looks like in action (and to get you inspired to build your own), let’s take a look at 10 of the best brand communities and what makes them so great.

Gymshark

Gymshark is one of the fastest growing fitness apparel brands in the world, and their incredible growth is largely fueled by the strong community they have built around their brand. Using their Gymshark Central blog as a hub, they make it easy for new and returning customers alike to dive into their community without having to do any heavy lifting.

With articles loaded with tips, tutorials, and exercises, their blog is jam-packed full of health and fitness related information that has clearly positioned them as their members’ go-to source for anything health and fitness related. This makes it easy for customers to decide to purchase their products as a way of strengthening their connection with the fitness community.

Gymshark’s strong value-add marketing strategy is also evident through their team of athletes. With a huge social following of their own, each athlete is handpicked to represent the brand to their own communities. This gives them the chance to individually engage with their own loyal fans on a personal level as a reflection of the Gymshark brand.

When you combine these social interactions with their strong purchase intent, Gymshark customers are given many opportunities to continue engaging with the brand over time, and almost as many opportunities to share their Gymshark experiences with their own communities.

This is most clear at Gymshark’s many pop up shops that spring up across the UK. Featuring special sales as well as live classes, demonstrations, and appearances from Gymshark athletes, these are highly-anticipated events that have community members waiting for hours for the doors to open in the hopes of scooping up some exclusive gear and meeting up with other Gymshark fans.

By growing their community both on-and-offline, Gymshark is a prime example of what it means to build a brand experience customers can’t wait to be a part of.

Charlie Hustle

There are very few things that can bring people together to form a strong community like sports can. Rooting for your favorite team automatically creates a connection with other die-hard fans, and that’s exactly what Charlie Hustle has taken advantage of to create their brand community.

This sporty t-shirt brand offers customers the chance to show their hometown pride through their Kansas City dedicated clothing. A brand community doesn’t have to have members across the globe to be successful–sometimes keeping it local helps you score big.

What customers love most about Charlie Hustle is the feeling of community that is intrinsically  displayed in every t-shirt. From their vintage-made-fresh style to the Kansas City branding on each piece of clothing, customers are easily recognizable as a part of the Charlie Hustle community when they wear their tee.

It’s not just the fashion that draws customers in, though–Charlie Hustle’s Communi-Tees line is dedicated to raising money for a local organization. For example, their Nelson-Atkins Museum Tee raises money for educational programs at one of Kansas’s most famous landmarks. Allowing customers to support a cause that’s so close to home is what makes Charlie Hustle’s brand community so successful.

Along with their socially responsible values, Charlie Hustle offers a rewards program to keep their brand community engaged. Their Bleacher Club Rewards encourages customers to keep hustling their way through a tiered VIP program to reach all-star status in order to unlock exclusive rewards like event invites. With a brand that values local community engagement so much, this type of experiential rewards are a perfect fit.

Charlie Hustle has knocked it out of the park by creating a brand that celebrates hometown pride and gives customers an outlet to interact with like-minded individuals.

Starbucks

The Starbucks brand has been synonymous with community for quite a while, thanks to how well they’ve crafted their brand image.

For starters, when you enter a Starbucks cafe you aren’t greeted by mere employees—you’re greeted by Starbucks partners.  This is the term Starbucks uses to refer to their baristas, and this small detail helps make inclusion in the brand community something felt by everyone, not just the customers that come in to get a drink.

Outside each cafe’s walls, Starbucks has continued to do an amazing job of strengthening their community with a number of social initiatives to boost member interaction and engagement. One great social impact initiative is the volunteer matching service they created to help partners and community members engage with each other, and help those outside the community that need assistance.

Between the annual #redcupcontest holiday cup decorating contest and the countless #psl (pumpkin spice latte) photos customers post every fall, Starbucks has taken full advantage of the power of user-generated content to build a community, reposting some of the best-tagged customer photos on their corporate social profiles.

However, this all pales in comparison to the crowning jewel of the Starbucks brand community: their Starbucks Rewards program. As a Starbucks Rewards member, customers can earn Stars for making purchases, playing games, and attending bonus point events.

They can then cash those Stars in for free products, or save their stars for even sweeter reward. With the integrated mobile app, customers have access to their rewards wherever they go. Starbucks even celebrates their community members by offering a free birthday treat to their program members on their special day. Offering personalized rewards like this one help your community members feel connected to your brand. After all, who doesn’t love free coffee?

Glow Recipe

The cosmetics industry is perhaps one of the strongest community-fostering industries out there. With beauty buffs constantly seeking out product recommendations and reviews, having brand advocates to vouch for you is absolutely essential.

With all-natural, fruit-inspired skin care products, Glow Recipe aims to make skin care fun for their customers. Their website is filled with everything customers could possibly want to know about their products from tutorial videos, customer reviews, and skincare product recommendation quizzes. They’ve even included a Glowipedia to allow customers to know exactly how to achieve their favorite look. This type of value-added content creates a strong brand community by giving customers so much more than just face masks and cleansers.

Glow Recipe strengthens their brand community by offering content that really matters to their customers. In order to celebrate their community of empowered women, they’ve started their Boss Babes interview series, which features female entrepreneurs. By offering content that goes beyond their products, they’ve shown a true dedication to the values of motivation, empowerment, and confidence that are so important to their customers.

Glow Recipe knows how important their community members are for their success and that’s why they’ve created Glow Miles. Customers can see how valued they are through this VIP program that offers them exclusive rewards like early access to products and sales and invites to events. Their strong brand centred around female empowerment and confidence creates a customer experience that’s just as beautiful as their products.

The Walt Disney Company

When you think about brands that have a huge community of followers, one of the first ones you probably think of is the House of Mouse. For a company that was founded nearly 100 years ago, Disney has done everything possible to make their brand not just a media company, but a complete entertainment experience. With beloved characters like Winnie the Pooh and Donald Duck, their films and stories are the perfect vehicle for building lasting emotional relationships with each of their customers, no matter where they are in the world.

From the United States to Tokyo and everywhere in between, Disney fanatics are all connected by a deep love of all things magical. This shared passion has led to a number of exciting traditions inside the Disney community that bring people together, including Dapper Day and cosplay meetups.

Perhaps the most exciting event, however, is the D23 Expo. This annual gathering is sponsored by the Official Disney Fan Club, D23, and welcomes members of the Disney community to come together and celebrate all things Disney. This three-day event is the highlight of the year for the most avid Disney community members, and is a fantastic opportunity for new and old fans to meet, create more lasting relationships, and share their own experiences with each other.

While each of these experiences are magical in their own right, the pinnacle of a true Disney community experience is physically going to one of their parks. Gathering with a crowd of other wide-eyed enthusiasts to take part in the rides, sights, and sounds of the world of Disney is the ultimate expression of what it means to be a member of this worldwide community.

inkbox

If you’re looking for a brand community that makes you feel like part of the family, look no further than temporary tattoo makers, inkbox. Their original products were inspired by the indigenous tribes in Panama, who have been tattooing for thousands of years as a function of family and community. To echo these values of inclusivity and togetherness, inkbox’s inkfam community is built around making sure their community members know just how much they’re valued.

With their #tattoosfornow hashtag, they let their community members submit photos of their freshly applied tattoos to be featured on the brand’s website and social channels. By showing each member of the inkfam that their engagement and belonging in the community is valued, inkbox shows exactly the kind of brand they are. That desire for belonging is exactly why over 1000 photos have been tagged with the hashtag, meaning they have a lot of customers that love their ink and love being part of the inkbox family.

The values we enjoy most as part of a family are acceptance, openness, trust, and support. By tying their community to these values, and doing everything they can to live them out, inkbox has built a community that feels safe and inviting–like a family you’re already part of.

Lululemon Athletica

Athleisure has been on the rise for a number of years, and few brands have had as much of an impact on this trend than Lululemon. With luxurious yoga gear serving as the heart of their diverse product line, Lululemon’s brand community is built around empowering their customers to lead a healthy, active lifestyle.

One of the key ways they do that is by offering accessible, invigorating experiences to their community members. If you’ve never tried yoga before, Lululemon gives you a chance to join them for a free yoga class or to come to one of their other larger festivals and events. At all of these gatherings, community members can sweat, meditate, and retreat together from the chaos of everyday life. For their most dedicated community members, they’ve even gone as far as opening an experiential store in Chicago, offering several fitness studios, a juice bar, as well as their high-quality athletic gear.

How Lululemon Uses Lifestyle Marketing to Create a Strong Brand Community
Lululemon has transformed their business into a lifestyle brand. Discover which of their strategies are the key to building a brand community for your own small business.

Even though these events do a lot to keep members engaged, Lululemon also recognizes that they need advocates to help their community grow. To help draw a crowd to their events, Lululemon has an active ambassador program that features a number of athletes and leaders in fitness, nutrition, and business. As independent brand ambassadors, these leaders evangelize the Lulu brand, serving as a living embodiment of the brand’s values in the real world.

Joining a new community can be intimidating, but Lululemon has done a lot to make the barriers to both their sport and their community as non-existent as possible. Since great brand communities have to be accessible, by embracing the values of both athleticism and leisure, Lululemon has made their brand community easy to try out and join, but still exciting to engage with through their events and ambassadors.

Itzy Ritzy

Parenting is emotionally rewarding but can also be confusing, so it’s no wonder that in the necessity of sticking together, parenting communities are some of the strongest and largest you can find. Unsurprisingly, the brand community surrounding Itzy Ritzy is no different. Having created a value-add marketing strategy with different types of content, they’ve become a go-to destination for info about everything from diaper bags to teething tools.

Their commitment to their community is most evident in their parent profiles featured on their blog. These interview-style posts outline not only what some of their most loyal customers love about their brand, but also their own personal parenting stories. This type of authentic user-generated content help inspire future customers to join the Itzy Ritzy community to continue getting the support they need.

These type of customer stories are one of the best ways their members can share their experiences with others. To make that sharing process even easier, Itzy Ritzy runs a referral and rewards program that rewards their happy customers for sharing the brand with their friends. This makes it beneficial for customers to leave product reviews, use a unique referral link, or share the Itzy Ritzy brand on social media.

By giving their customers a way to make engaging with them valuable, Itzy Ritzy has built a foundation for a strong and quickly growing brand community. With so many resources for educating their customers and celebrating their parenting lifestyle, new and returning customers are quickly welcomed into the Itzy Ritzy family and shown how beautiful and valuable it is to be a parent.

Building a great brand community is easier than you think

What each of these awesome brand communities have in common is that they know what their customers care about. With this knowledge at the helm, these 8 brands have built a community around enabling their customers to live out those values through a complete and rewarding brand experience.

Whether it’s through rewards, special events, user-generated content like newsletters, or brand advocates, the world’s biggest brand communities give their members the tools to bring other like-minded individuals into the brand’s story, the motivation to keep them engaged, and the power to spread the love as far as they can.

Community doesn’t get much better than that!

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