Brand Tone

Welcoming, Friendly, Authentic, Historic, Community-Oriented, Proud, Resilient, and Nostalgic.

Brand Values

• •Community: Deeply committed to the U Street neighborhood and the broader D.C. community, often acting as an anchor and a symbol. The Ben's Chili Bowl Foundation actively gives back.
• •Family: Emphasized as a family-owned and operated business since its inception, with multiple generations involved.
• •History and Legacy: Preservation of its own history and its role in African American history and the Civil Rights Movement is paramount.
• •Resilience: The ability to withstand adversity and remain a constant presence for over 65 years.
• •Quality and Tradition: Commitment to original recipes and providing a consistent, quality experience.
• •Hospitality and Inclusivity: Welcoming everyone, from locals and tourists to celebrities and presidents, treating all with respect.
• •Authenticity: Staying true to its roots in food, atmosphere, and service.

Best Practices

• •Anchor in History: Always weave in elements of Ben's rich history and legacy. Whether it's a date, a significant event, or a nod to the founders, this reinforces authenticity and gravitas.
• •Speak with Warmth and Inclusivity: Use inviting language that makes everyone feel like part of the Ben's family. Emphasize that Ben's is a place for everyone.
• •Highlight Community Connection: Regularly mention community involvement, local pride, and Ben's role as a neighborhood hub. This reinforces the brand's deep roots and commitment.
• •Maintain Authenticity: Focus on the original recipes, the unique taste of the Half-Smoke, and the unchanged character of the flagship location. Avoid overly trendy or modern jargon that doesn't align with the established brand.
• •Be Consistent Across Platforms: Ensure the tone used on social media, the website, in-store signage, and any advertising materials is harmonious, reflecting the established welcoming, historic, and community-focused voice.

Social Perception

Iconic D.C. Landmark, Historical Significance, Culinary Destination, Symbol of Resilience and Black Excellence, Community Anchor, Family Legacy.

Copy Examples

• •Taste the History. Savor the Tradition. Ben's Chili Bowl: A D.C. Legend Since 1958.
• •More Than a Meal, It's a Welcome Home. At Ben's Chili Bowl, Everyone's Family. Pull Up a Stool!
• •The Original. The Unforgettable. Get Your Authentic D.C. Half-Smoke, Crafted with Love at Ben's Chili Bowl.
• •Through Thick and Thin, Our Doors Stay Open. Ben's Chili Bowl: Serving Our Community for Over 65 Years.
• •From U Street to Your Street. Experience the Legendary Flavor of Ben's Chili Bowl, Shipped Nationwide.