Profile of a brand: Vanderlyle
Do you recognise this Cambridge business?
It’s Vanderlyle restaurant on Mill Road, Cambridge
Their understated website.
Their Instagram account follows a consistent theme and has beautifully clean photography (often supplied by instagram.com/photolotte).
What the Vanderlyle brand encompasses
- An existing good reputation from their previous success at The Hole in the Wall, Little Wilbraham.
- Quality food, drink and service.
- Transparent provenance of the food and drinks — local producers, minimal waste, home-made soft drinks.
- A streamlined set menu that changes on a regular basis, dependent on seasonality.
- Work/life balance for staff — the restaurant is only open Wed/Thu/Fri/Sat.
- Patrons pre-book and pay — this helps prevent the financial impact of no shows and keeps cashflow steady.
- The small restaurant evokes a feeling of cosy exclusivity.
- High levels of customer care — the attention received while a patron, front of house staff greet you by name, the dishes are explained in detail.
The above precedes the visual identity itself
- There is a visual identity, but it’s minimal
- A simple word marque logo, background image(s) runs through their website and social media channels.
- Stunning, clean photography on their Instagram account.
- This minimalism reflects the ethos and confidently reassures customers, conveying the quietly exclusive nature of the restaurant.
- Alex Rushmer and Lawrence Butler’s reputations (personal brand) precede Vanderlyle and undoubtedly led to its success.
- They are regularly fully booked 3 months in advance, with a waitlist.
- Mailing list subscribers eagerly receive an email notifying them when bookings open.
- Customers have become brand advocates — posting photos on social media, reviews, recommendations.
Adapting to Covid-19 restrictions
- Vanderlyle reacted fast and quickly adapted with their ‘VanderlyleToGo’ takeaway offering using the same streamlined online booking system they use for the restaurant.
- Customers hear when bookings are open via Vanderlyle’s social media channels and the mailing list.
- Impressed customers continue to be loyal advocates for Vanderlyle by posting photos and reviews of their delicious takeaways.
- If you’re local to Cambridge, I’d highly recommend giving them a try!
Vanderlyle takeaway (summer)
Vanderlyle takeaway (autumn)
Improve your brand; be more Vanderlyle
- Know who you’re selling to and what they want to buy
- Refine your offering and clarify your service
- Communicate this clearly to all staff to ensure consistency
- Streamline your processes for maximum efficiency
- Build trust with your customers by communicating the product, service and process clearly
- Engage with your customers everywhere they meet you
- Directly and on social media
- Maintain consistent quality of product, service and marketing
- Share your customers’ positive feedback and stories
- Plan ahead and have a strategy in place for change
- As the business owner, remember your personal brand is integral to that of the business itself
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