How to Brand a Restaurant in the UK

A strong restaurant brand is more than a logo or a catchy slogan—it’s what turns a first-time visitor into a loyal guest. In the UK’s competitive food and drink scene, successful branding helps your business stand out, tells your story, and builds trust with your audience. 

Why Restaurant Branding Matters

Restaurant branding shapes how your business is perceived by guests, staff, and even potential investors. A great brand communicates your values, the type of experience you offer, and how you’re different from the restaurant down the road.

According to the Toast Consumer Preferences Survey 2025, in which 200 UK restaurant managers were polled on running an establishment, 36.5% have a documented brand strategy, while 39.5% say they have a loose one but know they need to formalise it. If you fall in the latter group, now is the perfect time to get started.

What Makes a Great Restaurant Brand?

1. A Clear Story and Identity

Your brand story is your “why”—what inspired your business and what it stands for. UK diners are increasingly drawn to brands with purpose. 

According to Toast’s Voice of the Restaurant Industry in the UK report, 70% of UK consumers want restaurants to operate more sustainably, and 52% expect more from the brands they’re loyal to.

Make sure your identity aligns with your values—whether that’s sustainability, local sourcing, or community engagement. For example, Brother Marcus built its brand around a fresh, modern take on Eastern Mediterranean food and a focus on hospitality that feels like family.

2. Visual Branding

This includes your logo, typography, colour palette, and even your uniforms. Keep it consistent across all your platforms—from signage and menus to Instagram.

3. Brand Voice and Messaging

Are you casual and cheeky or refined and elegant? Your tone should reflect your customer base and dining style. UK diners respond well to authenticity and a sense of place—something reflected in the success of brands likeDishoom, who infuse each venue with its own local character.

Tip: Audit your website, social media captions, and printed menus. Is your voice consistent across all platforms?

4. Guest Experience as Part of the Brand

Everything from lighting and music to your staff’s tone of voice contributes to your brand. In the Toast 2025 survey, “staff friendliness” ranked as the most important feedback factor after food quality and value for money.

How UK Restaurants Are Approaching Branding in 2025

Based on the Voice of the Restaurant Industry in the UK, 78% of restaurateurs expect growth this year, and branding is playing a bigger role in how they generate demand and drive loyalty. The report also showed that UK guests are more selective and price-conscious than ever.

Greggs is an example of a brand that has adapted to new trends. What started as a humble bakery has completely reinvented itself as one of the UK’s go-to food-on-the-go spots. They’ve kept pace with customer expectations by offering healthier menu options and catering to a wider range of dietary needs. And with shops in high-traffic locations across the country, they’ve made grabbing a bite quick, easy, and accessible—no matter where you are.

Branding Checklist for UK Restaurants

Here’s a quick-reference checklist to help you build or refine your brand:

• Write down your brand story, values, and what makes you unique

• Choose a name that’s easy to remember—and easy to trademark in the UK

• Design a strong visual identity: logo, colours, fonts, and signage

• Find your tone of voice (and stick with it)

• Create brand guidelines your team can follow

• Keep things consistent across your website, social media, menus, and interiors

• Bring your brand to life in staff training, your customer experience, and your space

Next Steps: Bring Your Brand to Life

If you’re just getting started, don’t worry about perfection. A clear and consistent brand, even if it’s simple, will go further than something overly complex or inconsistent.