Brand Tone

Premium & High-Quality, Passionate & Enthusiastic, Confident & Expert, Approachable Fine Dining, Ethical & Transparent

Brand Values

• •Excellence & Quality: Striving for the best in product sourcing, menu creativity, and service. This includes high-quality, locally sourced, and ethically reared meat.
• •Sustainability & Ethical Sourcing: Strong commitment to provenance, their own farm produce, "no dig" permaculture, organic methods, and supporting local suppliers.
• •Innovation & Craftsmanship: Fire-based cooking is central, alongside in-house butchery and creative dishes.
• •Memorable Experiences: Aiming to provide an unforgettable experience through food, service, and atmosphere ("Fire, Meat, Music").
• •Passion & Team: Investing in a knowledgeable and passionate team, fostering a culture of respect, support, and growth.

Best Practices

• •Emphasize Provenance and Quality: Always highlight the origin of ingredients (e.g., "South West farms," "our own Buttercliffe Farm"), the quality (e.g., "ethically reared," "minimum 35-day dry-aged"), and the careful preparation ("hand-selected," "expertly cooked over fire").
• •Use Sensory and Evocative Language: Words like "indulgent," "succulent," "vibrant," "fire-kissed," "passionately prepared" can bring the dining experience to life.
• •Maintain a Confident and Knowledgeable Voice: Speak with authority about cuts of meat, cooking techniques, and sustainable practices, showcasing expertise without being arrogant.
• •Balance Premium with Approachability: While showcasing high standards, ensure the language remains inviting and conveys the "fine dining for everyone" ethos. Highlight the experience and atmosphere alongside the food.
• •Infuse "Fire, Meat, Music": Where appropriate, subtly weave in these core elements that define the Pasture experience, even when promoting online shop items, to connect them back to the restaurant's vibrant identity.

Social Perception

Highly Regarded, Worth the Price, Aspirational & A Treat, Trusted for Quality, Innovative and Expanding

Copy Examples

• •Experience Pasture at Home: Indulge in our signature, 35-day dry-aged steaks, hand-selected by our master butchers from the finest South West farms. Fire up your grill for a taste of excellence.
• •Unleash Your Inner Chef. Join our expert butchers for an immersive masterclass. Learn the art of selection and preparation, and discover the passion behind every Pasture cut. Book your spot and elevate your culinary craft.
• •From our farm to your fork. We believe in real ingredients, ethically sourced and passionately prepared over open fire. It's not just a meal; it's an experience. #PastureRestaurant #FireMeatMusic #SustainableDining
• •Give the Gift of Fire & Flavour. Treat someone special to an unforgettable dining experience at Pasture. Our gift vouchers are the perfect way to share the passion for exceptional food and vibrant atmosphere.
• •Fresh from Buttercliffe Farm, our latest seasonal creation celebrates the vibrant flavours of [Ingredient]. Crafted with care, cooked with fire. Discover what's new on the menu tonight.