Doing Our Part
John Barker presenting new branding
When a major organization refreshes its name and brand, it’s easy to treat it like just another PR moment. But the Ohio Restaurant Association’s shift caught my attention for a different reason. It’s a reminder that brand awareness isn’t just a marketing exercise. It’s fuel. It shapes how an industry shows up to the public, to policymakers, and to the next generation of talent deciding whether this field is worth their energy.
The hospitality and foodservice world doesn’t always get the spotlight it deserves, even though it touches almost every community in the state. That’s why any move that sharpens the industry’s identity matters. The ORA stepping forward with a new look and clearer message sets a tone: this industry isn’t standing still. It’s modernizing, unifying, and speaking with intent.
There’s a bigger responsibility tied to that, though. A rebrand only works if the rest of us help amplify it. Awareness doesn’t spread on its own. It has to be carried—by operators, partners, suppliers, advocates, anyone who understands how essential this ecosystem really is. I’m trying to do my part here, because the ORA has been doing its part for years. They show up for small businesses. They help stabilize an industry that runs on thin margins and massive expectations. They support job growth, education, and community initiatives that keep local economies breathing. That kind of work deserves to be seen.
What I appreciate most about the ORA is that their impact isn’t abstract. It’s visible in the conversations they spark and the doors they open. It’s visible in the way they help restaurant owners navigate challenges that would overwhelm most industries. Calling that “positive” almost undersells it. It’s foundational.
So if you’re in or around this industry—vendor, distributor, consultant, operator, even just a regular customer—you have a chance to help push this momentum further. Talk about the work being done. Share the stories. Highlight the wins. Awareness isn’t a box to check. It’s an ongoing lift that keeps the entire sector moving forward.
The ORA just gave us a refreshed banner to rally around. Now it’s on all of us to raise it high enough for people to notice.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
