If you try to be for everyone, you end up being for no one. That’s why positioning is one of the most important decisions any restaurant or café brand can make.

Positioning is the place your business holds in your guests’ minds: what they think of when they hear your name, and why they’d choose you over the place next door. In a crowded F&B market, where new concepts open every month, a clear position is what keeps you from blending in.

A strong position makes every other decision easier. Your menu, pricing, interior design, service style and communication all point in the same direction because you know exactly who you’re for and what you stand for. Without it, businesses often try to please every type of guest and end up with a concept that feels unclear and is easy to forget.

In this video, we explain what brand positioning really means for F&B businesses and why standing out matters more than fitting in. Finding your position means choosing who you’re for, accepting who you’re not for, and making sure everything you do backs it up.