Triple the Flavor, Not the Fuss: How Go-To Foods and WAND Digital are Revolutionizing the Multi-Brand Restaurant Experience

New York City, a melting pot of cultures and culinary experiences, recently welcomed an exciting new concept from Go-To Foods Franchisee Padam Bajaj. This isn’t just another single-brand opening; it is a tri-brand location featuring offerings from Auntie Anne’s, Cinnabon and Carvel. This grand opening emphasizes a significant trend in the restaurant industry: the strategic rise of multi-brand locations, a key tactic for businesses aiming to maximize revenue per square foot, particularly in areas with high real estate costs, and small footprints.

For Go-To Foods, this isn't a completely new venture. While they initially focused on single and dual-concept units, the past two years have seen a strategic pivot towards tri and even quad-brand locations. But why this shift? Let's dive into the key drivers behind this multi-branding strategy:

The Power of Multi-Branding: More Than Just a Trend

• Maximizing Revenue: By housing multiple brands under one roof, operators can tap into a wider customer base and boost overall sales.
• Higher Overall Sales & Impulse Buys: Offering a diverse range of menu items caters to different cravings and group preferences, naturally leading to larger orders and enticing those extra impulse buys.
• Adapting to a Changed Restaurant Landscape (Post-Pandemic): The pandemic altered how people dine. Multi-brand locations allow for a strategic move away from traditional mall food courts to accessible brick-and-mortar locations. The boost of mobile and to-go orders is also amplified, offering customers ultimate convenience.
• Meeting Customer Demand: Today’s consumers crave options. A multi-brand location caters to varied tastes within a single visit, attracting more customers and solidifying brand relevance in a dynamic market.
• Stronger Brand Identity & Relevance: Combining well-known brands can create a stronger overall brand identity for Go-To Foods, keeping them relevant in an ever-evolving and competitive market.
• Increased Franchisee Opportunity: Multi-brand units present a more attractive and potentially profitable opportunity for franchisees, making it easier for Go-To Foods to expand their reach.
• Unlock Greater Menu Flexibility for Multi-Brand Concepts: Easily design and offer a broader range of dishes and unique combinations across your brands within a single location.

WAND Digital & Qu: The Secret Ingredients to Multi-Brand Success

While the multi-brand concept offers significant advantages, managing tech and data across multiple brands under one house can be challenging. This is where the partnership of WAND Digital and Qu comes into play.

By streamlining tech and centralizing data, WAND and Qu empower Go-To Foods franchisees to concentrate on what truly matters: providing amazing service and implementing effective strategies. No more getting bogged down in complicated tech hurdles.

Think of it this way: while data and system integrations might not be the most glamorous aspects of running a restaurant, they are the base for seamless customer experiences, efficient operations, and gaining clear, actionable business insights. This impact is truly significant.

The move to a unified platform –integrated ecosystem of WAND and Qu – creates a cohesive environment that benefits everyone. From the guests enjoying a variety of options, to the operators running the business, and the corporate team overseeing it all, it matters.

One of the standout features of this integration is WAND’s ability to work seamlessly with Qu. Features like responsive menu settings allow franchisees to make instant updates to any brand within a multi-brand location. This agility is crucial in today's fast-paced market, enabling them to quickly adapt to changing customer preferences or operational needs.

Furthermore, WAND’s system ensures that franchisees always have access to the most current seasonal and promotional offerings, instantly. This ensures brand consistency and allows for quick implementation of marketing initiatives across all locations.

Looking Ahead: A Unified Future for Food Service

The collaboration between Go-To Foods, WAND Digital, and Qu showcases the future of the food service industry. By embracing innovative technology and a strategic multi-brand approach, Go-To Foods is not only meeting the evolving demands of consumers but also creating a more efficient and profitable model for their franchisees. The focus on a unified digital platform ensures a smoother, more efficient experience for everyone involved, ultimately leading to happier customers and stronger businesses.

Ben Beuch
Strategic Account Executive, WAND Digital
7575 Corporate Way, Eden Prairie, MN 5534
+1-952-213-1689

Want to learn how WAND Digital can help your multi-brand strategy thrive?
Browse: shop.wanddigital.com
Meet: outlook.office365.com/book/WANDDigital@wandcorp.com