Brand awareness (Listing brand names on menu descriptions)

Do menu descriptions featuring a brand make a difference?

Branded dishes were more popular than unbranded alternatives at all three pubs. However, the difference was generally marginal, with only the Old Custom House recording a significant change in sales.

But the results support Thomas Lowndes' culinary campaign, according to John Meyer. He says: "Although we're disappointed not to see branded alcohols have a greater impact on sales I think it vindicates our conclusions. Consumers are enticed by branded alcohols and will pay a premium for them."

Making the most of brand bling

The more you emphasise a brand on the menu the greater the impact will be on sales, says Meyer. "You've really got to get the message across to diners and make the brand jump off the page at them.

We advise using official logos to boost familiarity."

Chefs should also avoid cooking with a drink that may be unattractive to their core customers. He says: "You need to match the brand to the customer. Serving Malibu-based desserts will be much more popular with young people than Teacher's whisky."

Seminars on using branded alcohol on menus are planned by Thomas Loundes.

For more information visit www.thomaslowndes.com