Branded TV channels
to strengthen brand of restaurant chain
by Edward Kevbrin - CEO of Eggs TV

Branded TV channels to strengthen brand of restaurant chain

it assumed, that restaurant chains worldwide use our service to remotely control TV screens in outlets and upload their own digital ads at their venues increasing sales. But that's just about functionality, about IT. But today i'd like to tell two stories with two unusual cases, where our clients observed
internal TV channel as a platform for brand development.

Firstly, i will share case of Empire TV - channel created for premium Empire Restaurant in baroque style and, secondly, it will be case of TGI Fridays TV - internal TV for local franchisee. Different countries and different goals, but both chains were concerned about brand development and focus on experience of their customers.

Let's take a look.
The story of Empire TV begins with the auditory and location. For Empire restaurants, internal television is a brand-building tool. The design of the channel was made in the Baroque style to look harmoniously with the elements of restaurant decor. The elements of TV were also developed in this style - a clock and a Twitter-ticker. Together - this elements make interior more dynamic and create a lush ambient.
What does branded TV consist of?
So, if we going deeper in technologies, we found that branded TV consists of several frames: for logo, for on-line clock, for ticker and for videos. To broadcast TV in venue we install Control Boxes - special Windows-based computers, prepared to work 24x7 in harsh environments.

Logo. It is made as 3D rotating logotype using HTML. It's very important to have it dynamic as if it will be static the pixels at the screen at this place will be burden because of unstoppable lighting.

Eye-Catching Clock. That's an online widget connected directly to it lays above videos with a purpose to always provide fresh data to guests.

Relaxing and Exciting Video. The ambient in venue is a cornerstone. We provide access to our videochannels, divided into 8 themes: Food and Drinks, Travel, Seasons, Fashion, Luxury lifestyle and so on. We have more than 80 hours of special videos with trailers per every hour, which is located at our YouTUBE channel.

Twitter-ticker. That's a 140-character message downloaded from chosen Twiitter account. To post message here restaurant manager has to make a post in Twiiter. System send requests to servers every 30 second and it can download one post from the last 10. Every venue have a unique schedule with unique Twiiter-ticker connected.
When video ended, social feeds from Instagram appear at Full-screen mode. For example, at picture above you can see message from Instagram, instantly downloaded from restaurant account. At the middle of the picture you can find square image and message from post below. Actually, posts can appear as other ad content - one time per 10 minutes or one time per "n" minutes. To diversify communication witj subscribers and guests, our client created special account in Instagram, where he put promotional materials for TV and warm greetings to his guests.

So, the major point at Empire TV is to create relaxing atmosphere for premium consumers. It also became a channel for brand messages, promoting main values and warranties. In turn, strong brand helps our client to sell with grater margin. Win-win strategy.
Every brand has it's own language
TV of another well-known brand was created for young people. TGI Fridays has more than 870 points of presence in 60 countries. Putting yourself at franchisor' shoes, we can notice, that for him it's quite difficult to control brand development at every franchisee location when he has't direct communication tool with guests and don't control screens. At this case, every franchisee shows what they want, as it can not be controlled from the brand-holder.

From the other hand, franchisee cann't use the same content worldwide, as they operates in different locations, it should be modified according to local rules and language preferences. But, anyway, brand values and messages are common everywhere.

Here i show you the concept of TGI Fridays TV, developed for Greece and Philippines. According to the
requirements, every franchisee can change it's own schedule and upload local ads, relevant to local auditory. But all changes are visible in franchisor' HQ in the USA. From this point of view, some changes might be forbidden (if they are not consistent with the brand values) and at the same time, marketing managers from HQ can upload new branding videos directly to the screens in thousand kilometres.

So, at this case:
- TV has to have two level of management for both sides: franchisor and franchisee;
- TV design is common depend less of the country, saving the brand identity,
- TV has several schedules, divided by countries and even locations inside franchisee venues.
Just to summarize, branded TV channel helps to:

1. Remotely control screens and upload your ads instantly at any venue depend less of the distance;
2. Sell advertising to third-parties and partners as we provide owner with special license rights;
3. Strengthen restaurant brand via communication with customers, improving guests' experience and reviews.
How this branded TVs are managed
Towards management our attitude similar to all brands which we serve:

- it should be as easy as possible, allowing to everybody, even without technical or marketing background, to create it's own TV channel;
- we provide the same flat prices and warranties worldwide depend less of the franchisor or franchisee locations;
- despite of the region, every our client can control it's TV channel via email or messengers or private account, without any restriction in type in size and type of content.

For example to launch TV for brands discussed above, we connected Control Boxes to the screens at every venue. They were connected to different number of screens: from 1 to 15. And then authorised persons became able to remotely control content. So, we spent 15 minutes to launch TV at every location.

Restaurant branding never wasn't easier, was it?