rebranding and reimaging restaurants: strategies for success
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Rebranding & Reimaging: Strategies For SuccessFebruary 25, 2015
These slides are part of a free webcast from rd+d magazine.You will find a link to the webcast on Slide 6.
Today’s Objectives
• Discuss rationale and starting points for significant restaurant rebranding/reimaging initiatives
• Explore risk assessment and research• Review process and potential pitfalls• Discuss roll-out/roll-back strategies• Answer your questions!
Thanks to Our Sponsor
Meet Our Panelists
Richard LynchChief Global
Brand Officer,Popeyes™ Louisiana Kitchen
Tré MuscoPresident,
Chief Creative Officer,Tesser
Nader MasadehCEO and
President,Buffalo Wings &
Rings
Check out the Free Webcast
http://rddmag.com/rebranding
Rebrand/Reimage Drivers?
Fresh
Relevant
Competitive
New Consumer/Millenni
al Friendly
Defining the mission – key considerations
Timing• Franchise agreements• Customer defection• Sliding sales• New competitive threatsScope/extent of work needed• Rebranding and/or reimaging? Define.• Enough to have a real impact on the guest
experience• Not too much to risk brand ID
Tesser – Big Picture Branding
Key Considerations – Current Position
“If the brand is coming from a position of strength then the reimage is like the icing on the cake and you can dive right in and reimage. If the brand is coming from a position of many years of slide, then there’s a lot of operational work to be done first.”
Buffalo Wings & Rings – Pre-Rebrand/Reimage
Writing on the wall• Economic slowdown• Outdated look• Undifferentiated• Inconsistent• Competitors raised the bar
Buffalo Wings & Rings – Post Rebrand/Reimage
• Discussions about what the brand IS and what it SHOULD or COULD be– More contemporary– More family- and female-friendly w/o alienating
traditional male, sports-loving guests• Hired branding and marketing firm Interbrand
Design Forum• Strategic consumer positioning, focus groups,
research
Buffalo Wings & Rings
Buffalo Wings & Rings
Objectives• Create a more engaging, differentiated concept
that would bring the brand to life• Offer consistent execution• Be scalable for nationwide growth
Popeyes – Pre-Rebrand/Reimage
• New management team
• Dated look/feel• Franchise
agreements – refreshes due/overdue
• Average unit volumes suffering
Popeyes – Rebranding
Popeyes – Sales Before Signs
• Brought in branding identity expertise — Pentagram
• Brand update– Name change – Popeyes™ Louisiana Kitchen– Menu innovation– Marketing/advertising/packaging
• Conducted extensive consumer research• THEN approached Tesser with clear vision of the
new brand identity
• Defining the target– How much change is needed to have an impact?
• Being open to being analyzed– Positioning– Strengths/weaknesses– Willingness to change
• Determining how to involve/utilize research• Setting realistic timelines• Determining who the team is on the client side
– The right people– Not too many
Key Questions/Challenges
1 2
CONSUMER VALIDATION
CONCEPT DESIGN
43 5
DESIGN INTENT
DRAWINGS
TESSER PATH TO SUCCESSA STRATEGIC, INSIGHT-DRIVEN & PROVEN PROCESS TO BUILD A BRAND
DISCOVERY
CONCEPT/BRAND ASSET
RESEARCH
DESIGN STRATEGY
DESIGN REFINEMENTS
6
ARCHITECTURAL &
CONSTRUCTION
COORDINATION
Budget/ROI Considerations/Learnings
Buffalo Rings & Wings– Two costs: project and build – plan carefully for
both– Costs can quickly get out of hand– Take no shortcuts – it’s a big investment, work
with a reputable company– Keep focus on creating best value for the
consumer– Keep affordability for franchisees top-of-mind –
new prototype 10% or less in cost increases
Budget/ROI Considerations/Learnings
Popeyes• ROI not an objective• What’s the return? That’s not the right question.• Cost of doing business: Stay fresh, relevant,
contemporary
Rollout/Rollback Strategies & Challenges
• Design side – Value engineering for roll-back through to older stores
• Supply chain issues – being able to supply franchisees who want to complete the reimage
• Create story of success at corporate level first and then let the system buy in
Questions?
Thanks to Our Sponsor
Future rd+d Webcasts
April 29, 2015
Finding & Vetting Local Vendors
Comments/suggestions: Contact Dana Tanyeri, dana@zoombagroup.com
A link to the CEU quiz will be sent when the webcast archive goes live.
Thanks for Listening!
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