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

We are TriMark,And We Bring It!

Learn more atwww.TriMarkUSA.com

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Writing on the wall• Economic slowdown• Outdated look• Undifferentiated• Inconsistent• Competitors raised the bar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

We are TriMark,And We Bring It!

Learn more atwww.TriMarkUSA.com

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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