Branding and Marketing

Branding and marketing are the heart of how your shared kitchen connects with the world. Your brand isn’t just a logo or a name—it’s the story you tell, the values you represent, and the experience you create for your members. It’s how people will come to know your kitchen and what it stands for, from the first impression to the lasting connection they’ll feel. Effective branding helps you stand out in a crowded market, showing food entrepreneurs why your kitchen is the best place for them to grow their business.

Marketing brings that brand to life, helping you reach the right people, communicate your value, and build meaningful relationships with your community. From social media strategies to crafting your unique value proposition, this chapter will guide you through the essential steps of developing a compelling brand and a smart marketing plan. Whether you’re just getting started or looking to refine your approach, we’ll explore how to create a brand that reflects your mission and a marketing strategy that consistently drives results.

Let’s build a brand that resonates with your audience and create marketing that brings your shared kitchen the success it deserves.

In this chapter, we’ll provide examples of marketing and branding exercises using a sample bakery kitchen called All Rise Shared Kitchen.

Communicating Your Value Proposition

At the heart of your marketing strategy is how you communicate your core value proposition. Think of it as an art form—tailoring your message to meet your potential members’ needs and values.

First, highlight the practical benefits of your shared kitchen. For example, offering a clean, licensed facility makes it much easier and affordable for new food businesses to enter the marketplace. By using your shared kitchen, members don’t have to build out their own kitchen and worry about equipment maintenance, storage, utilities, pest control, security, or daily supplies. These are all things they’d have to manage and pay for if they operated their own space. Make sure this incredible convenience is front and center in your messaging.

But don’t stop there! Emphasize the intangible benefits of becoming a member. Your kitchen doesn’t just provide space and equipment—it offers community. Members can receive guidance on licensing, network with other bakers, access valuable resources, and enjoy the camaraderie of a supportive environment.

While your kitchen offers many benefits, it’s crucial to identify your unique value proposition (UVP)—one clear statement that sums up why potential members should choose you. Differentiating your kitchen with a UVP is especially important if you are operating in a market with multiple shared kitchens. The Value Proposition Canvas discussed in the Business Model Design chapter can be a helpful tool for identifying customer needs. Review the value proposition discussion in the Pricing Models chapter. Then, write your value proposition statement clearly and weave it into all your marketing efforts to help consistently communicate the unique value you offer. In this section, we’ll provide examples of value propositions and marketing plans using our mock kitchen, All Rise Shared Kitchen.

Developing Your Marketing Plan

A marketing plan is your roadmap to communicating your value proposition and getting members into your space. Ideally, your marketing plan is a component of your larger business plan. It should also be part of your ongoing marketing strategy and updated periodically in response to market changes. While a marketing plan outlines specific actions and tactics to achieve your goals, a marketing strategy defines the broader approach you will take to reach your target audience. Creating this resource in advance helps you set goals for the year and measure your success to see if you have achieved those goals. The level of detail in your marketing plan should align with your kitchen’s size and objectives. Smaller kitchens may have a very simple plan, while larger facilities might require a more comprehensive strategy.

You can contact your local Small Business Development Center (SBDC) or other small business support organization to start developing your marketing plan. Often, there are entrepreneurs or professionals-in residence whose job is to help kitchens like yours launch their dreams and find success. If you have the budget for someone to develop a marketing plan, ensure there are clear expectations and defined terms of engagement.

The overall job of a marketing plan is to clearly answer:

• Who is our target market?
• How do we reach them?
• How much will it cost?

Below is an outline of a marketing plan and an example to help you get started.

Marketing Plan Outline

Sample Marketing Plan for All Rise Shared Kitchen

Crafting Your Brand

Creating your brand is all about defining your “special sauce” or unique value proposition (UVP). How will you stand out from the competition? How will your members and community perceive your kitchen? Here are some key brand elements to consider:

• Name: What do you want to communicate? Your kitchen’s name should be easy to spell, read, pronounce, memorable, and unique (no trademark issues). Check your name ideas with the U.S. Patent and Trademark Office database (USPTO) and your state business license database to avoid name conflicts. If you want members to immediately recognize that you are a kitchen, include “kitchen” in the name. The same goes for any additional services like “incubator” or “consulting.” If you have a broader mission, consider a more creative name. Check the Facility Models section for clarification on what different types of facilities are commonly called.
• Imagery: This includes your color scheme, tone, font, logo, and other visual elements. Think about how easy it will be to print your logo on apparel or flyers. Will it still look good in black and white if needed? If you’re selling products with your logo, make sure it’s recognizable on a store shelf.
• Personality: Is your kitchen welcoming? Efficient? Exclusive? State-of-the-art? Like a family? How would you want someone to describe your kitchen if it were a person? This helps shape the vibe you want your brand to convey. Creating a visioning board on Pinterest is a quick way to find design inspiration and express your brand personality and feel to your designer.
• Positioning: Understand what you do (and don’t do) in your community compared to competitors. This will help you differentiate your brand. Try creating a positioning map to see where you fit in the market based on different attributes or offerings. This kind of visualization helps you hone your messaging and enhance your marketing strategy.

By focusing on these elements, you can clearly articulate your unique value and build a strong, recognizable brand.

Sample Branding for All Rise Shared Kitchen

Developing Your Branding and Marketing Materials

While you may not have a large marketing budget, be aware that your brand is the first impression future members will have of your kitchen. Invest the time and money into doing it right. There are many resources to help you develop the materials that will represent your kitchen and company. You can hire a local graphic designer or branding professional, utilize online platforms to hire freelancers or develop the designs yourself using online tools.

Brand Design

If you have the budget to hire a local professional, you will have the benefit of working face-to-face with someone who knows your local community and can explore your kitchen more intimately. They can often provide branding prompts to help you define your brand vision. They may also leverage their established local network of printers, marketing outlets, and other professionals to streamline your work and ensure high-quality results. A local professional can be a good option if you want to build a long-term relationship for ongoing design support.

Alternatively, the gig economy is thriving, and freelance platforms offer a cost-effective option compared to using a local designer. These marketplaces allow you to post your project proposal, evaluate interested freelancers, communicate throughout your project, send payments efficiently, and evaluate services. Like local designers, some freelancers will walk you through a branding exercise to better hone your brand personality, image, and messaging. This may or may not be at an additional cost. Whether you hire a local designer or a freelancer from one of these sites, you should always ask for examples of a contractor’s work before you sign a contract or send deposit payments.

If you prefer to DIY, several online design tools, such as Canva, can help you create materials. They often simplify the technical aspects of developing your logo and design elements with user-friendly tools and templates. These can save you money but may be less original than if created by a professional. Primarily, it becomes a question of time versus money. How much time versus money do you have to invest in brand development? How savvy are you with technology and design? Using online tools may be easier if you have a clear vision of what you would like your brand or logo to be.

Professional Photos

Investing in professional photos of your shared commercial kitchen is crucial for effective marketing. High-quality images showcase your kitchen’s state-of-the-art equipment, cleanliness, and functionality, attracting potential members by providing a visual assurance of the professional environment they can expect. These images can be used across various marketing materials, including your website, social media, brochures, and press releases, enhancing your brand’s credibility and appeal. Professional photos help you stand out in a competitive market, making a lasting impression on prospective members and partners. Add these photos to your Kitchen Door listing, social media pages, and website.

Marketing Materials

When deciding which marketing materials to purchase for your kitchen, consider the marketing channels outlined in your marketing plan. Where will potential members see and hear your message? Pamphlets? Flyers? Banners? Event sponsorships? Billboards? Radio? Do not try to do it all. Instead, focus on where food businesses already are (health department, farmers’ markets, Facebook, industry events, etc.) and start sharing your message there.

Ensure you are getting the best bang for your buck and that it is easy for potential kitchen members to stumble across your kitchen. Consistent exposure will trigger their memory of hearing your name the next time they need access to kitchen space. Can any of your marketing materials serve double duty? Promotional materials such as pens, magnets, stickers, aprons, and even branded wooden spoons encourage your potential members to see your name whenever they use that item.

Online Presence

The Kitchen Door

The Kitchen Door (thekitchendoor.com) is the top platform for connecting food entrepreneurs with licensed commercial kitchens. Listing your kitchen there helps you reach a wider audience and keeps your space booked efficiently. Keep your listing updated with quality photos and detailed information to maximize its impact. This ensures your kitchen stands out and attracts more members. Maintaining an active, accurate listing helps keep The Kitchen Door ranked as the number one site for finding commercial kitchen spaces, benefiting all listed kitchens and reducing the need for advertising spending for SEO. Other listing sites to consider are commercialkitchenforrent.com, peerspace.com, flexspot.com, and loopnet.com.

Memphis Kitchen Co-Op (2024).

Websites

It doesn’t take much to launch a website these days, but it does take effort and intention to maintain a professional web presence. Your website is an extension of your brand, your kitchen, and yourself. Here are some questions you will want to explore before diving in:

• Who is visiting your website, and what information are they looking for?
• What do you want people to be able to do on your website?
• Will your website be informational or interactive?
• Will members need to reserve space or make payments, or will you link to an external software like The Food Corridor?
• Will you have an event calendar?
• Will you be doing any e-commerce (sales via the web)?
• Will your website link to or integrate your social media activity? © Will you promote your member businesses?
• Will it feature a blog with articles of interest to businesses?
• How much rental information (rates, equipment lists, policies, etc.) will you provide on the site versus only to those who inquire?

Below are some common kitchen website pages to consider:

Depending on the complexity of your website, you can use online platforms to design your own or work with a designer and/or programmer to create a custom website. See our tips above for working with designers and freelancers. There are several website platforms with a “freemium” model for website development. Freemium means basic access and functions are free, but upgrading to certain templates, features, and functionality will cost you. Additionally, you may want to keep a web designer on retainer in case changes need to be made or pages need to be updated or maintained. Ensure you always maintain website access in case your designer is unavailable.

Social Media

Social media is everywhere and can be a powerful tool for your marketing plan. Even using just one platform can boost your kitchen’s SEO and digital presence. However, remember that it’s hard to remove once something is online, so social media’s real-time, interactive nature can be risky and hard to consistently maintain.

Social media management is often delegated to interns, but sometimes, you get what you are willing to pay for. Make sure every post has a clear purpose and voice. Social media is a dynamic, two-way communication channel that allows kitchens to promote themselves and enables members to share their opinions (both good and bad). Navigating social media platforms such as Facebook, Twitter, TikTok, and Instagram can be daunting, especially if you’re not a regular user. But don’t worry—your members aren’t on every platform all the time, either. Understanding where your potential members are (through surveys and online research) enables you to choose the platform that offers your business the most exposure and interaction. Links to the kitchen examples in the following table can be found in the References.

Social Media Platforms for Shared Kitchens

Social media aggregators, such as Hootsuite and Canva, are useful tools to help manage multiple social media platforms. A social media manager can post and schedule posts to several platforms from one web application, making the job more efficient and the message more consistent. Because a kitchen manager and a social media manager can be the same person, it is important to capitalize on automation tools where possible. If you need an introduction to social media, Hootsuite offers free courses (although there is a fee to receive a certificate). Meta (Facebook and Instagram) provides a social media scheduling platform, other small business marketing tools, and free resources.

Hashtags (#), which utilize the “pound” sign symbol, are a way to organize and search topics within the vast reaches of social media platforms. Consider creating one or two hashtags that are unique to your own kitchen. For example, The Food Corridor uses #sharedkitchens to organize posts on Facebook, Twitter, and Instagram for news about or for the Network for Incubator & Commissary Kitchens (NICK). This helps connect the community and filters the posts coming from shared kitchens across the country. Other hashtags often used by the industry include:

Social Media Guidelines

Using social media strategically can help you engage your audience without overwhelming them. Here are some friendly tips to keep in mind:

By following these guidelines to develop a social media strategy, you can effectively manage your social media presence and engage with your audience in a meaningful way.

Mailing and Prospect Lists

You should also develop a mailing list and prospect list during your planning outreach and begin communicating with potential members and others who will become referral sources when you open. While many member entrepreneurs initially interviewed or surveyed may have moved on, they can still help spread the word among peers. Add an email sign-up form on your website and collect email addresses from those who inquire and attend events to continually build your list.

Periodic newsletter-style updates and social media posts about your progress and partnerships will help retain their interest and build anticipation. If you plan to run a capital campaign, putting extra effort into cultivating your base of supporters long before asking for money is essential. By the time your project is in construction, activating these lists will become more important. Leverage newsletter management programs or customer relationship management (CRM) software to develop lists to target communications to different groups, for example, prospects, members, kitchen alumni, and community members.

Innovative Marketing Ideas

Innovative marketing strategies can set your shared kitchen apart and attract a diverse member base. Each kitchen is unique. Using creativity in your marketing strategies can lead to significant engagement and interest. Lean into what makes your kitchen special and harness the talents of your team, members, and community to develop your own unique mix of activities. Here are some ideas:

In-person marketing ideas:

• Food business workshop. As mentioned in the Business Incubation chapter, offering business workshops, such as How to Start a Food Business classes, can attract new and aspiring entrepreneurs into your space.
• Pitch events. Hosting events where local food entrepreneurs can pitch their ideas to investors and community members fosters a vibrant community around your kitchen. These events can highlight the success of your members and attract media attention, enhancing your kitchen’s visibility.
• Networking mixers. Organize networking events for local food entrepreneurs. These mixers provide a space to connect and collaborate while introducing them to your kitchen, fostering a supportive community.
• Pop-up events. Organize pop-up food markets or events featuring your members’ products. These events attract food enthusiasts and potential members, offering a taste of what your kitchen can produce and building excitement around your services.
• Collaborative workshops. Partner with talented local food and beverage makers, instructors, bloggers, cookbook authors, and thought leaders to offer workshops on various culinary topics. This draws in new members interested in learning and using your kitchen space, positioning your kitchen as a hub of culinary education.
• Themed cooking nights. Host themed cooking events or competitions to attract culinary enthusiasts. These interactive and fun activities can draw in a crowd, providing a firsthand experience of your kitchen’s facilities.
• Sponsor events. Become a sponsor of food festivals, fundraisers, and other community events that provide positive exposure for your kitchen.
• Branded stickers. Create kitchen stickers to have your members include on their products or food trucks to help promote your kitchen. La Cocina San Francisco’s “Born at La Cocina” stickers are an example.

Digital marketing ideas:

• Member spotlights. Regularly feature the success stories of your members on your website and/or social media, pitch their stories to local media, and send press releases for exciting events, such as when members receive awards. Showcasing their achievements highlights the potential of using your kitchen and builds a community of success around your brand.

• Food shows. List your kitchen or event space as a filming location. Engage with local food shows to host their show or feature your kitchen in a show segment to gain exposure.
• Podcasts. Pitch story and interview ideas to influential podcasts in your area. Develop a food related podcast that educates, entertains, and/or inspires the public and food entrepreneurs. See the example below.

 By developing innovative marketing ideas that draw on your kitchen’s strengths, you can enhance your brand visibility, engage a wider audience, and attract more members, contributing to the overall success of your shared kitchen.

Return on Investment for Marketing

When you allocate resources to marketing, you want to ensure you’re getting an ROI for your time, money, and effort. This is your “Is it worth it?” test. Choose the metrics that matter most to your team, kitchen, and investors, if you have them, and track those to determine your marketing impact. Here are examples of ROI on marketing:

• Brand awareness. Are new members finding out about you through word-of-mouth and/or recognizing your brand from social media and other communications?
• Increase in kitchen utilization. Did your rental hours go up after you promoted a special pricing deal?
• Change in users. Did hosting an event or promoting a blog targeted at a particular renter segment lead to new prospects and rentals from that group?
• Expansion of non-rental revenue streams. Did speaking at a food business event and offering a special business coaching package offer increased coaching sign-ups?

Hootsuite offers a free social media-specific ROI guide on its website for more detailed insights on calculating ROI. Developing ROI metrics and tracking systems can ensure your marketing investments are effective and worthwhile. Always ask new member leads or applicants, “How did you hear about us?” In fact, add that question to your intake form and applications.

Developing Referral Partners

Building relationships with referral partners is crucial for quickly filling your kitchen. Before opening day, work closely with local health departments, cooking schools, and farmers’ markets to get the word out. These partners can refer food businesses, culinary graduates, and vendors who need licensed kitchen space. Additionally, collaborating with small business programs helps create a pipeline of entrepreneurs ready to rent a kitchen. Strategize with partners to see if you can leverage their communication channels, such as co-hosting events, contributing articles to their newsletters, and distributing printed materials at events. See Cultivating Service Partnerships for more ideas.

Educating staff at partner organizations about your kitchen and what it offers is a worthwhile investment for cultivating referrals. You might hold a special partner open house or conduct presentations for key staff. This can be especially valuable if you are the first shared kitchen in your community or if referral partners are unfamiliar with the concept. Remember that the local health and agriculture departments can also be referral partners, so make sure their staff are aware of all the resources your kitchen offers. Creating referral incentives and discount programs with businesses that serve your target members, such as kitchen supply stores, can be another way to reach new audiences.

Refer to the Marketing section above for more information on developing your strategy and materials.

Publicizing Your Grand Opening

Kitchens often launch with a grand opening event that involves a ribbon cutting with key stakeholders or a party for supporters and prospective members. Ceremony matters and this is a great opportunity to celebrate your journey and thank your supporters and partners. You have worked hard for this day, and it is exciting to open your doors and let the community in! Grand openings also attract publicity for your kitchen, so you will want to give yourself plenty of time to plan the event so it goes smoothly. You may elect to do a “soft opening” a few weeks or months before the public opening date. This allows you time to work out the kinks in your operations and equipment. When planning your opening, consider:

• Invite key officials and stakeholders who played a role in helping you get to opening day.
• Decide whether you’ll require invitations and RSVPs or if it will be an open house.
• Take more photos than you think you’ll need, and if your budget allows, hire a professional photographer to capture the event.
• Since it’s a kitchen, make sure to feed your guests! Consider using an affiliated caterer or food truck to showcase your kitchen’s connections.
• Determine if you’ll need an alcohol license or permit for the event or if it will be BYOB.
• Plan how cleanup will be managed after the event.
• Have rental information ready, and be sure to collect contact information from prospects who attend.

Press Releases and Publicity

To increase publicity, you may wish to announce your opening or other key events or milestones through press releases to local media channels. Press releases are a good way to share a consistent message across many channels. They are short (about one page in length) and get right to the point. You may distribute your press release by sending it to local news outlets and/or paying a PR distribution service. Refer to your marketing strategy when cultivating publicity for your kitchen.

Here are a few rules of thumb for press releases:

• Make the headline count. It should pique the reader’s interest. People need a reason to keep reading.
• Lead with your message. Are you announcing a launch? A partnership? A funding raise? A grant award?
• If publicizing an event, be sure to include dates, times, addresses, costs, parking info, etc.
• Include a short “About XXX Kitchen” summary and any partners or funders.
• Include high-resolution images you have rights to that are relevant to your story.
• Provide contact information and web links to help answer questions.

Strong Marketing Builds Long-Term Success

A solid brand and effective marketing strategy is essential for a successful kitchen. Maintaining a steady stream of prospective members is crucial due to high industry turnover. Your marketing strategy should reflect your mission and attract the right members through consistent messaging highlighting practical and intangible benefits. Creating a marketing plan helps set goals and measure success, targeting specific member types and leveraging various promotional activities with increasing effectiveness over time. Building relationships with referral partners, posting the kitchen on listing services such as The Kitchen Door, developing mailing lists, and offering pre-opening services can all help create and maintain a pipeline of quality leads and enhance your kitchen’s growth and success.

Final Thoughts

Your kitchen’s brand is the story you tell and the experience you offer. Branding goes beyond a logo— it’s about defining what makes your kitchen unique and why it matters to your community. A strong brand communicates your values, sets you apart from competitors, and attracts the right members to your kitchen. Marketing is what brings that brand to life, helping you reach potential members and grow your business. Developing a clear marketing plan, complete with your value proposition, pricing, and promotional strategies, will keep your kitchen top of mind for food entrepreneurs.

Remember, the process of branding and marketing is ongoing. Keeping your kitchen visible, engaging, and relevant requires consistent effort. The relationships you build through your marketing efforts can turn prospects into loyal members who help you foster a thriving kitchen community. As your kitchen evolves, don’t hesitate to review and adjust your branding to stay aligned with your mission and the needs of your members. If you ever feel unsure about the next steps, contacting marketing professionals or other shared kitchens for advice can ensure your efforts remain effective and tailored to your specific goals.

With your brand established and marketing bringing in leads, the next step is converting those prospects into loyal members. The next chapter, Member Recruitment and Management, will guide you through how to turn those leads into active members, walking you through essential steps like the application process, tours, and onboarding. It will also detail the tools, policies, and communications that will empower you to efficiently and effectively manage your rentals, ensuring a smooth experience for you and your members. Implementing these strategies will create a positive, supportive environment that fosters long-term success and member retention in your kitchen community.