Harry's stays ahead of the game by keeping up with the times
Walk along some of Singapore's most famous nightlife strips and chances are a Harry's bar will be waiting for you.
The chain of lifestyle bars and restaurants are among some of the most recognisable in Singapore but the company, founded in 1991, is not taking its brand for granted.
For one, the company not only worries about the look of its outlets, but also seeks to ensure that every customer's experience at Harry's is a positive one, said its co-chief executive David Yang. It achieves this by using different media to ensure that the brand is embedded into the lives of its customers, both old and new.
Apart from connecting with its fans on Facebook and Twitter, Harry's has launched its own app for its regulars to keep tabs on special deals at its outlets. It has also participated in some of the biggest events in Singapore, such as the Singapore Grand Prix Formula 1 race and Beerfest Asia.
"The basic foundation is to ensure consistency in communications and consistency in the whole Harry's experience, including the quality of food and beverages, and service level," said Mr Yang.
"It is a commitment from the entire company, from the corporate head office, front-of-house to the back-of-house, to take care of our guests' needs and give them a consistently positive experience at Harry's."
This commitment to building its brand earned the company an award in the prestigious Asia Enterprise BRAND Awards 2015, where it was the Winner of the Year in the Novateur category.
The award honours enterprises which have been in operation for at least 15 years. These firms should have a rising brand with potential for achieving lasting presence in their respective industries.
Lasting the distance in the cut-throat food and beverage industry is also why the company undertook a massive exercise last year to refresh and evolve its brand.
Keeping the company's image updated and in-sync with industry trends is what keeps it ahead of its rivals in the competitive business of food and beverage, noted Mr Yang.
"Consumer needs are constantly evolving and it is essential that we continue to listen to our guests and stay on top of market conditions. Branding is not a task that we can just tackle and complete. It is a constant process," he said.
The goal of the rebranding exercise last year was to position Harry's as the place for people to go to if they wanted a premium homegrown bar and dining experience. But the firm was also aware that, even as it tweaked its image, it should not alienate the regulars who have been strong supporters of the company over the years.
Instead of overhauling the brand, it decided to pay attention to the details - from the food menu to refurbishing its outlets. The efforts paid off handsomely for Harry's, which has some 20 outlets around the island.
Over the past year, the company has managed to attract a younger group of working professionals as well as more women among its customers, even as it retained regular customers.
Food revenue has also jumped as people took notice of the changes the company made to its food menu, said Mr Yang.
"Branding is definitely important and is an essential part of our business as it allows Harry's to create a unique name and image in our guests' minds," he said.
"Through strategic planning and effective implementation, branding helps us to establish a significant and differentiated presence in this competitive industry and allows us to attract new consumer segments while retaining loyal guests."
