The difference between cheap experiences and winning brands is a question of utility versus opportunity. Low quality brands simply facilitate utilities. They need take out bags; They buy takeout bags. They need bathroom sign; They get a standard bathroom sign. There’s nothing wrong with this except it barely gets a restaurant experience up to parity.

Memorable, successful restaurant brands know that utilities are, in fact, opportunities. If you take the opportunity to accentuate and build the brand, you’ll increase the memorability and impact of the experience. Instead of seeing just a takeout bag, successful restaurant brands sees them as a moving billboard and endorsement. Instead of handy wipes, winning brands see another touch point that can push the brand further. (See our fun handy wipe designs for 202 Market)