restaurant case study
DESCRIPTION
Restaurant Case Study for In Touch Creative GroupTRANSCRIPT
Restaurant Case Studies
As a restaurant owner, you’d hope that the food
and atmosphere would be enough to keep a
steady stream of patrons into your business, but
more often than not, dining establishments find
that consistent marketing and branding tactics
are an essential part of good business growth and
differentiating from the competition.
InTouch Creative Group has worked with restaurants
of many types and sizes, both new ventures and
established eateries, to develop or polish brands &
assist in creating more memorable dining experiences.
We’ve helped develop franchise materials, new logos
and signage, dining promotions, menus and graphics,
advertising campaigns, and more. The following case
studies profile the work we’ve done for two longtime
local restaurants.
Restaurants & Food Service
Case Study: Restaurants 3
We’ve Worked With:
From Left:1. Mama’s Boy Catering Menu2. Jittery Joe’s Spring Specials Drive-Through Backlit Panel
& Instore Display3. Jittery Joe’s Franchising Promotion Piece: 8 Page Folder
Brochure with Staggered Inserts & Direct Mailer
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For over 20 years, DePalma’s has been treating
Athenians to Italian entrées and fine wines in an
eclectic atmosphere. Now, with 3 Athens locations
and future plans to franchise, the restaurant came
to InTouch Creative Group for help developing
some cohesively branded materials, as well as an
advertising campaign to stimulate business during
the typically slow summer months.
The first step in the brand positioning and
advertising campaign was to conduct a market
study. InTouch Creative Group surveyed a selection
of people from DePalma’s desired 18-30 age
demographic in and around Athens on general
dining habits and on their opinions of DePalma’s
and how it compared to other Italian and non-
Italian restaurants in the area.
Based on the results of this study, InTouch Creative
Group developed a new tagline for the restaurant,
“Your Italian,” and a kinetic type-driven advertising
campaign which was carried out in print, online
and TV. Wanting to separate DePalma’s from
other Italian-style and general restaurant ads that
show the restaurant or food and being mindful of
budgetary constraints, the kinetic type solutions
allowed for greater flexibility and creativity in both
visuals and copywriting, as well as an infinitely
expandable campaign.
General refinements were made to the DePalma’s
logo, and menus for their catering services and
beer & wine lists were produced, with plans to
redesign the restaurant’s primary menus and
signage to complete the branding overall. When
it came time to initiate the DePalma’s franchising
program, the owners would be ready, with fresh,
cohesive branded materials.
The tagline “Your Italian” was developed for
DePalmas’ as a short, powerful statement
communicating that eclectic menu choices and
a friendly, customer-centered atmosphere make
the restaurant a truly personal dining experience,
allowing the customer to create his/her own
definition of Italian dining.
DePalma’s Italian Café
IngredientsPrinted Menus & Food Photoshoots
Summer Ad Campaign Consisting of Six Different Print Ads With A Unified Design & Message, Run Concurrently With Four 30-Second TV Spots
Ad Copywriting, Design, Production, Animation, Direction, Voiceover, & Placement
Clockwise From Top Right:1. ½ Page Print Advertisment2. Catering Menu3 & 4. Stills from “Where Locals Ciao Down” TV Spot5. Drinks Menu
Case Study: Restaurants 5
A total of 17 print ads and 4 TV commercials ran for 3 months
over the Summer of 2009.
From 1955-2003, Allen’s was an Athens
institution. The hamburger joint
with live music and a boisterous bar
crowd was a favorite of UGA alumni,
students and locals alike. When new
owners decided to reopen Allen’s
several years later, in a new location
less than a mile from its original spot
in the Normaltown area, they called
on InTouch Creative Group. This
Allen’s of the 21st century needed a
website that would inform patrons
both old and new of the restaurant’s
reincarnation and stir up feelings of
nostalgia for those missing the old
establishment.
Focused on recreating and updating
the old Allen’s aesthetics, InTouch
Creative Group produced a colorful,
attention-grabbing website that
integrated old Allen’s photography
and an homage to the original weathered metal
sign, an Athens icon. An updatable Events
calendar, Merchandise section with an online
shopping cart, and a tie-in to an existing message
board for customers to leave comments and
memories were key components implemented by
InTouch Creative Group to ensure the site content
would stay fresh and relevant to Allen’s fans.
A catering tri-panel brochure was designed to
mimic the restaurant’s interior and website and
to present an easy menu for hungry customers
planning events or tailgates.
Allen’s Bar & Grill
IngredientsWeb Design Using HTML, PHP, CSS
Basic Web-Based CMS Tool for Client Updates
PayPal Shopping Cart System for Online Merchandise Sales
Search Engine Optimization
Domain, Hosting & Email Servers
Identity & Branding for a Unique Experience
Case Study: Restaurants 7
The Allen’s website averages over 500 unique visitors a month, over half of which are new visitors. The events calendar and
menu are the most viewed pages after the homepage.
Clockwise From Top Right:1. Allensbarandgrill.com Homepage2. Allensbarandgrill.com Menu Pages3. Allen’s Catering Tri-Panel Menu
706.546.7137 247 E. Washington Street, Suite 100 Athens, Georgia 30601
Contact us today for more details or for a consultation on your specific needs and goals for your Restaurant or Franchise.
InTouchCreativeGroup.com
InTouch Creative Group is an Athens, Georgia-based full service advertising, marketing,
design, web and public relations agency. Our goal is to align our creative solutions with the
needs of our clients, providing the best competitive advantage and level of success while
maintaining dedication to the interests and growth of our employees and community.