On-demand and tailored to the business owner’s needs: how every hospitality venue creates its own brand experience
The pub on the corner, the traditional café by the canal, the trendy cocktail bar in the city centre. Each has its own character, its own atmosphere and its own clientele. And yet you can immediately recognise which brand is present from the parasol on the terrace, the menu on the table or the plant pot. That’s no coincidence. That’s the power of POSM: Point-of-Sale Materials that are produced entirely on demand and tailor-made for that one unique hospitality venue.
From parasols to chalkboards: every touchpoint counts
A hospitality venue is a world unto itself, and for Lipton Ice Tea, Menuez in the Netherlands and Belgium provides a range of POSM from A to Z, all of which contribute to the complete brand experience.
Visibility on the terrace starts with the parasols: branded, weatherproof and instantly recognisable. On the table, the menu boosts sales and the iconic Lipton bulb-shaped glass ensures the perfect serve! In addition, there are countless other materials, such as branded clothing, which increase the visibility of Lipton Ice Tea in the hospitality sector.
At beach locations, summer literally comes to life with bespoke Lipton Ice Tea materials. For those combining sport and the hospitality sector, there are also targeted sports materials that showcase the brand effectively in that context too.
All these materials together tell the story of Lipton Ice Tea, but only if they complement each other, suit the style of the venue and comply with the brand’s corporate identity.
Tailored to every venue
No two hospitality venues are the same. A parasol for a traditional pub in Amsterdam requires a different approach to the same parasol for a beach club in Scheveningen. A menu in a Rotterdam brasserie needs a different format, material and tone to the drinks menu of a cocktail bar in Antwerp.
That is precisely why Menuez operates on an on-demand model: all POS materials are produced to order for that specific venue, that specific audience and those specific brand requirements. From the size of the menu to the colour of the parasol, from the text on the chalkboard to the fit of the branded clothing. Everything is tailored, yet the brand identity remains recognisable everywhere.
One brand, hundreds of locations: control without the hassle
Lipton Ice Tea is once again visible at thousands of locations across the Netherlands and Belgium this year. Each of these locations has its own requirements, its own logistics and its own business owners who need their materials.
Using Menuez’s Brand Management Platform, the account managers order all the materials for the local business owners, tailored to their specific location. Meanwhile, Menuez ensures that everything complies with Lipton Ice Tea’s brand guidelines. Storage, production and delivery are managed centrally, allowing the brand to maintain control without having to manage the complexity itself.
The result: Lipton Ice Tea’s brand identity is maintained in both Groningen and Ghent, and hospitality businesses in both cities have materials that perfectly suit their premises.
Every detail is a branding opportunity
A parasol is more than just shelter from the sun. It is the first thing a guest sees when they step onto the terrace. A menu is more than just a list of drinks. It is a moment of connection between the brand and the guest. A chalkboard, a branded glass, a flag fluttering in the wind: every little detail contributes to the overall experience.
The hospitality venues that understand this, and the brands that invest in it, stand out. Not because they shout the loudest, but because their presence is consistent and carefully curated.
Ready for your venue?
Whether you run a single unique café or are a brand looking to be visible in hundreds of hospitality venues, Menuez makes it possible.
On demand, tailor-made, without any logistical headaches. Get in touch and discover how every touchpoint in your venue can become a branding opportunity.