Branding The Ranch House Restaurant (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding The Ranch House Restaurant

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a popular Santa Fe restaurant.

Joining us on-air was Josh Baum, owner of The Ranch House restaurant serving a wide variety of American cuisine including their famous barbecue. Josh was a sous chef here in Santa Fe prior to opening his first restaurant, Josh’s Barbecue, departing from his fine dining background.

As Josh’s Barbecue grew, rather than expanding Josh decided to create a new concept. His desire was to be a local hub serving BBQ, salads and Mexican food to attract a wide array of diners. The restaurants offerings evolved in response to guest preferences into the menu customers enjoy today.

Josh selected the south side location for a variety of reasons including space to accommodate the size of the facility, area growth, freeway access and visibility from busy Cerrillos Road. When The Ranch House was under construction, Josh kept the ownership a bit of a secret creating buzz in the community prior to announcing the move of Josh’s Barbecue.

The Ranch House uses a variety of marketing channels to get their message out. They use print advertising in publications such as Local Flavor and The Santa Fe Reporter and have recently started radio ads. Josh recorded his own voiceover for the commercial and he is very pleased with the response received from people who recognize his voice and with traffic results as well. The personal touch is making a connection with his customers.

On the social media side, The Ranch House is using Facebook to promote daily specials and upcoming events. They have used Facebook to offer discounts during slow months, however, they generally don’t use coupons and discounts to drive traffic.

Social media sites such as Yelp! and Trip Advisor are touting The Ranch House as a place that is packed with locals and their online presence is growing. These positive reviews are enticing more visitors to try The Ranch House which aligns nicely with Josh’s newest strategy: targeting visitors in addition to their loyal local following.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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