You immediately recognise it: a fry from McDonald’s, the crunch of a KitKat, the smell of freshly baked Subway bread. Big brands manage to link taste with identity. But how do they do it, and what can you as a caterer or hospitality operator learn from them? In this blog, we dive into the secrets of taste as a brand builder.
Brands make flavours recognisable
Almost every well-known food brand has its own ‘signature’. Think of the creamy bite of Ben & Jerry’s, the spicy sweetness of Heinz ketchup or the crunchiness of Lay’s crisps. These characteristics are no accident – they are deliberately developed and guarded.
Flavour thus becomes a brand anchor: a fixed point that consumers recognise and trust. Even if the packaging changes, you still know what you are tasting. The result? Recognisability and repeatability.
Read tip: Smaller portions, big impact! 👈
What you can learn from big brands:
Great brands build brand equity with three principles that are also perfectly applicable in your kitchen:
- Consistency: Always the same taste experience, regardless of location or moment. Whether you work with changing seasonal produce or not – there should always be a common thread in your flavour profile.
- Own one feeling: think ‘warm’ (Maggi), “festive” (M&M’s) or ‘refreshing’ (Spa). What do you want people to feel about your food?
- Repetition without boredom: Successful brands innovate within their recognisable style. New flavours are different, but not random.
Branding is more than just your logo
What you serve is also branding. Guests remember your name not only for the service, but also for that specific dressing, the fragrant flatbread or the unexpected crunch with an amuse. Branding through taste works strongest when it is linked to emotion: surprise, nostalgia, warmth.
A recognisable taste experience turns a one-off experience into a lasting association. Great brands show how powerful flavour can be as a branding tool. When you link consistency, emotion and recognition to what you serve, you build a brand that sticks – without needing a multi-million dollar budget.
Want to know more about how to translate your style into recognisable taste? Also read our blog on how to capitalise on food trends without losing your concept. 👈
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