Rebranding and repositioning
Review the concept, menu and service when a restaurant or catering business needs a change of direction.
Who this is for
Restaurants, catering businesses and hospitality F&B outlets refreshing an established offer, changing their audience or reconsidering a concept that is underperforming.
What we work on
We review the current offer and the customers you want to reach. That includes the food, price, service style and what guests experience. The review identifies what to retain and what needs to change.
A revised identity also has to work in the kitchen. We translate the new direction into a menu and operating plan, including purchasing, staff training and any systems changes. The rebranding brief gives the people producing the identity and customer materials a defined direction.
When dishes, ingredients or preparation methods change, we review the effect on allergen information, food safety procedures and staff instructions before the revised offer goes into service.
What you receive
| What you receive | What it covers |
|---|---|
| Concept review | What to retain and what to change in the offer. |
| Rebranding brief | The intended audience, positioning and service experience. |
| Operating changes | Menu, kitchen, training and systems requirements. |
| Relaunch plan | The sequence for introducing and reviewing the changes. |
What we need from you
Share the current menu, brand material, customer feedback and available operating records, together with your reasons for changing the business.
Before we start
Will we need a new name or logo?
Not necessarily. The problem may be the offer, menu or service experience. We establish what needs to change before recommending an identity change.
Can we keep trading during the work?
We plan around trading hours and the changes involved. Menu trials, training and updates to systems or customer materials need a sequence the team can manage.
Where does food cost control fit?
New dishes still need reliable recipe costs and prices. Production capacity, purchasing and waste also affect whether the revised offer will work.
Discuss your project
Tell us what you need help with and any dates you are working towards.