Every project comes with a story—starting with the background of the individuals, the reason for the project, the public input, the context, both from the site and from the knowledge base of individuals and collective teams. But sometimes ‘storytelling’ in design involves finding a metaphor that can be used to help increase the understanding of the ideas behind the form.

Key Takeaways:

• If you are opening a new restaurant, listen carefully to the people in the community and the story they are telling.
• Reciting descriptions, no matter how well written, does not engage customers with your brand. Instead, train your servers to tell the stories behind the dishes.
• The power of your brand reflects how well your customers can tell their networks what you do, and how well THEIR networks can tell THEIR networks.

“If you and your team are telling actual stories about your food, your concept, your founders, your mission in action… you are training your customers how to talk about you.”

http://www.restaurant-hospitality.com/marketing/3-ways-engage-guests-through-storytelling