Example Perceptual Maps for Restaurants

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Example Perceptual Maps for Restaurants

Below you will find two different example perceptual maps for restaurants.

Two variations of perceptual maps have been provided below (using different product and/or brand attributes), in order to give you a choice of the map that best suits your needs.

You should note that each mapping approach will “paint a different picture” of the market, which may help provide insight into the relative brand positioning strategies.

IMPORTANT NOTE: These example maps have been provided for educational purposes only and are estimates of brand positioning only, and should not be relied upon for decision-making. Perceptual maps used in marketing should always be based upon current and valid consumer image data.

Design Notes

Each of the example perceptual maps below have been created with the Excel perceptual map maker/template available for free download on Perceptual Maps 4 Marketing.

You can use this Excel perceptual map template in conjunction with the product/brand attribute ideas to design your own perceptual map (if required). Please refer to the list of tools and resources at the end of this post.

1st Example Perceptual Map for Restaurants

 

Want to design your own map? Take me to the free download page: Free Download of the Perceptual Map Template

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: Nostalgic to Futuristic

1. GreenRoots Café
Score: 4.5
Rationale: While the restaurant focuses on sustainability and plant-based cuisine, which are modern trends, the overall cozy and eco-friendly atmosphere leans more towards a traditional setting.

2. TechTable
Score: 9
Rationale: TechTable is the epitome of futuristic dining, with its cutting-edge technology, robotic chefs, and interactive ordering system. The sleek and modern interior design further emphasizes its futuristic positioning.

3. Nostalgia Diner
Score: 1
Rationale: As a 50’s themed diner with retro atmosphere and classic diner menu offerings, Nostalgia Diner is positioned as the most nostalgic option among the ten restaurants.

4. FusionFare
Score: 6.5
Rationale: FusionFare’s blending of global culinary traditions and its upscale, contemporary design places it more towards the futuristic side of the scale, though not as extreme as TechTable.

5. Street Food Central
Score: 5
Rationale: Street Food Central balances nostalgia with modernity by offering authentic global street food in a casual and lively environment that celebrates cultural diversity.

6. The Food Library
Score: 2.5
Rationale: The Food Library’s combination of a bookstore and a restaurant, along with its literature-inspired menu, creates a cozy, intellectual atmosphere that leans more towards the nostalgic side.

7. AquaMarina
Score: 6
Rationale: With its emphasis on sustainably sourced seafood and visually stunning presentations, AquaMarina leans more towards the futuristic side. However, its nautical theme provides a touch of traditional charm.

8. Family Traditions
Score: 2
Rationale: Family Traditions is positioned as a nostalgic restaurant with its focus on home-cooked meals, rustic farmhouse design, and warm, inviting atmosphere ideal for family gatherings.

9. FitBistro
Score: 7.5
Rationale: FitBistro’s health-focused approach to dining, catering to dietary restrictions and fitness enthusiasts, places it on the futuristic side. Its modern and clean atmosphere further emphasizes this positioning.

10. Artful Plates
Score: 4
Rationale: Artful Plates combines fine dining with an art gallery, offering visually stunning dishes that elevate the dining experience. However, the support of local artists and rotating exhibits adds a nostalgic touch.

Note: These are hypothetical ratings developed with the assistance of AI tools.

For the product/brand attributes of: Functional food to Artistic food

1. GreenRoots Café
Score: 3
Rationale: GreenRoots Café offers plant-based cuisine with a focus on sustainability, making it more functional than artistic. However, the eco-friendly atmosphere adds some aesthetic appeal.

2. TechTable
Score: 6.5
Rationale: TechTable’s futuristic dining experience is centered around technology and innovation, making it more focused on the functional side, but the robotic chefs and interactive ordering system add an artistic touch.

3. Nostalgia Diner
Score: 2
Rationale: Nostalgia Diner offers traditional diner favorites in a retro atmosphere, emphasizing function and comfort over artistic expression in its food presentations.

4. FusionFare
Score: 8
Rationale: FusionFare’s innovative approach to combining culinary traditions results in unique, visually stunning dishes that showcase the chefs’ artistic talents, making it highly artistic in nature.

5. Street Food Central
Score: 1
Rationale: As a casual eatery focusing on authentic global street food, Street Food Central prioritizes function and accessibility over artistic food presentation.

6. The Food Library
Score: 5
Rationale: The Food Library offers a balance between function and art, with its literature-inspired menu that provides both comfort and creativity in its dishes.

7. AquaMarina
Score: 9
Rationale: AquaMarina’s emphasis on visually stunning presentations and fresh, sustainably sourced seafood makes it the most artistic of the ten restaurants, with a focus on aesthetics and culinary innovation.

8. Family Traditions
Score: 2.5
Rationale: Family Traditions serves hearty, home-cooked meals, prioritizing comfort and function over artistic presentation. However, the warm, inviting atmosphere adds a touch of nostalgia and charm.

9. FitBistro
Score: 4
Rationale: FitBistro’s focus on health and dietary restrictions means that it leans more towards functional food, but the restaurant’s modern atmosphere adds an element of aesthetic appeal.

10. Artful Plates
Score: 7.5
Rationale: As an upscale restaurant and art gallery, Artful Plates offers a unique dining experience with visually stunning dishes that are both artistic and pleasing to the palate, placing it firmly on the artistic side of the scale.

Note: These are hypothetical ratings developed with the assistance of AI tools.

2nd Example Perceptual Map for Restaurants

 

Want to design your own map? Take me to the free download page: Free Download of the Perceptual Map Template

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: Broad menu to Specialized menu

1. GreenRoots Café
Score: 8
Rationale: GreenRoots Café has a specialized menu, focusing exclusively on plant-based, vegan, and vegetarian dishes sourced from local, organic farms.

2. TechTable
Score: 7.5
Rationale: TechTable’s high-tech dining experience revolves around innovative, technology-driven dishes and a carefully curated menu, making it more specialized than broad.

3. Nostalgia Diner
Score: 3
Rationale: Nostalgia Diner offers a broad selection of traditional American diner favorites, from burgers and fries to milkshakes and all-day breakfast.

4. FusionFare
Score: 7
Rationale: FusionFare’s menu focuses on blending culinary traditions from around the world, resulting in a unique, specialized selection of innovative dishes.

5. Street Food Central
Score: 2
Rationale: Street Food Central provides a wide variety of authentic global street food options, catering to diverse tastes and preferences, making its menu quite broad.

6. The Food Library
Score: 4
Rationale: The Food Library’s literature-inspired menu offers a mix of dishes that cater to both book lovers and food enthusiasts, making its menu moderately broad.

7. AquaMarina
Score: 9
Rationale: AquaMarina’s upscale seafood offerings and focus on sustainably sourced ingredients result in a highly specialized menu that highlights the best in seasonal seafood.

8. Family Traditions
Score: 1
Rationale: Family Traditions serves a wide range of classic comfort foods and generous portions, making it the most broad-menu restaurant of the ten options.

9. FitBistro
Score: 5
Rationale: FitBistro’s menu caters to fitness enthusiasts and individuals with dietary restrictions, providing a moderately specialized selection of nutritious and balanced meals.

10. Artful Plates
Score: 8.5
Rationale: Artful Plates combines fine dining with contemporary art, offering a specialized menu that showcases visually stunning dishes and innovative culinary techniques.

Note: These are hypothetical ratings developed with the assistance of AI tools.

For the product/brand attributes of: Self service to Full service

1. GreenRoots Café
Score: 5
Rationale: GreenRoots Café offers a mix of self-service and full-service options, with counter ordering and table service for a casual, eco-friendly dining experience.

2. TechTable
Score: 9
Rationale: TechTable provides a full-service, high-tech dining experience with interactive tables for ordering and robotic chefs preparing dishes, making it the most service-oriented among the ten options.

3. Nostalgia Diner
Score: 6
Rationale: Nostalgia Diner offers a traditional American diner experience, with table service provided by waitstaff in a cozy, retro atmosphere.

4. FusionFare
Score: 8
Rationale: FusionFare is a fine dining restaurant with full table service, focusing on a personalized, upscale dining experience for its patrons.

5. Street Food Central
Score: 2
Rationale: Street Food Central is a casual eatery that focuses on self-service and accessibility, with customers ordering at the counter and enjoying their food in a lively setting.

6. The Food Library
Score: 4
Rationale: The Food Library combines elements of self-service and full-service, with customers browsing books and ordering at the counter, but enjoying table service for their meals.

7. AquaMarina
Score: 8.5
Rationale: AquaMarina is an upscale seafood restaurant that provides full table service, with an emphasis on attentive and personalized customer care.

8. Family Traditions
Score: 7
Rationale: Family Traditions offers a full-service dining experience in a warm, inviting atmosphere, with waitstaff ensuring that large family gatherings are well attended to.

9. FitBistro
Score: 3
Rationale: FitBistro leans towards self-service, with customers ordering at the counter and picking up their meals, but it also offers a clean, modern seating area for dining.

10. Artful Plates
Score: 9
Rationale: Artful Plates is an upscale restaurant and art gallery that offers full table service, ensuring a memorable and personalized dining experience for its patrons.

Note: These are hypothetical ratings developed with the assistance of AI tools.

More Perceptual Mapping Information and Resources

Reasons to Use Perceptual Mapping

List of Product and Brand Attributes Ideas

Working with Perceptual Maps

Other Perceptual Mapping Tools 

Perceptual Maps 4 Marketing

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Take me to the free download page: Free Download of the Perceptual Map Template

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