Digital Media Course 7873

Diploma

Rebranding Proposal

for

‘Pyro’s Grill’ Restaurant

by

Larysa Likk

31 July 2007

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Contents

Executive Summary……………………………………………3

1. Rebranding…………………………………………… 41.1 What is a rebranding………………………………… 41.2 Example of rebranding……….………………………..4

2. Rebranding of Pyro’s Grill Restaurant………………..42.1 Methodology….…………………………………………4

3. Results….... ………………………………………………43.1 SWOT analysis…… ……………………………………53.2 Customer satisfaction survey…………………………..63.3 Test on business name and logo………………………..6

4. Proposals for change…………………………………….6 4.1 Name and Logo of restaurant………………………….64.2Interior design of the restaurant……………………… 64.3The menu of the restaurant..……………………………64.4Adjustable accommodations…………………………….74.5Organize your operations……………………………… 74.6 Staff………………………………………………………74.7 Advertising………………………………………………74.71 Newspapers…………………………………………….74.7.2 Web site.……………………………………………….7

5. Conclusion………………………………………...8

6. References ……………………………………….. 8

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Executive Summary

The following report discusses the rebranding process and makes recommendations for changing.The aim of this report is to show the owner of restaurant ‘Pyro’s Grill’ what rebranding is important and it can take the form of change to the identity, position or execution of a brand.Our company ( LaCreative ) analysed a situation of restaurant ‘Pyro's Grill’ and to come to a conclusion , there are many reasons to rebrand this business:

Confusing name and logo Not advertised in newspapers Not website in Internet

Old fashioned interior design of the restaurant and is in danger of stagnation and there is increasingly fierce competition in the restaurant industry.

After analysing this business and compiling this report we have these following suggestions of change in order for the rebrand to positively affect your business:

Develop a new logoDevise a new name that better reflects the business Renovate the premises to make them more attractive to customersCreate a website Review the menu options to consider changes Review customers service practices and make improvements where necessary.

.We understand that taking the decision to rebrand your business will be a difficult choice to make because it is such a high-risk strategy, but getting it right can occasionally deliver stunning results.

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1. Rebranding

1.1 What is a rebranding.Rebranding (also called repositioning), is the process by which a product developed with one brand is marketed or distributed with a different identity (1)Rebranding is not just about giving an existing product or service a new name, a new logo, devising a snappy slogan or changing the corporate colours and expecting the sales to roll in. It’s about challenging the very values of an organisation, whether you’re operating in a specialist niche market with a handful of employees or managing a ‘mega brand’ within a global corporation. Re-branding is becoming far more understood and better practiced today. In the USA in 2000, for example, there were 2975 company name changes, which is an increase of 120% in the last 10 years. Why? Perhaps, because there is more focus and higher awareness of brand management and its value as a means of improving image penetration, business performance and company value.

1.2 Example of rebranding

Coca-Cola is now focused on design, and recently commissioned The Designers Republic (UK), Lobo (Brazil), MK12 (USA), Rex and Tennant McKay (South Africa), and Caviar (Japan) to provide unique new bottle designs ( fig1). The project, named M5, is based on a visual rebranding project targeting young stylish consumers. (2)

Fig 1. New bottle designs

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2. Rebranding of Pyro’s Grill Restaurant

Pyro’s Grill has been a well known restaurant in Sydney for the past ten years. But it has been obvious from the start that Pyro's Grill has not been working. For one thing, too many customers came in asking for a gyro, the owner said. Pyro's Grill, however, isn't a Greek restaurant. It serves Australian fare like steaks and grilled chicken wraps.Customer’s confusion over the name and logo lead to misunderstanding about the nature of the business. The interior design of the restaurant is old fashioned and does not attract new customers. Also, the restaurant has not advertised well in newspapers and has not got a website on Internet.Old fashioned interior design of the restaurant, not attractive new customers.

2.1 Methodology

A SWOT analysis was conducted to identify the businesses strengths, weaknesses, opportunity, and threats. A customers satisfaction survey was carried out

A range of designs for the business name and logo were developed and tested on a group of customers.

3. Results3.1 SWOT Analysis

A SWOT analysis’s was conducted to identify the businesses Strengths, Weaknesses, Opportunity, and Threats.

StrengthsEstablished businessMany years experienceHigh quality and committed staffGood locationGood local customers base

WeaknessesConfusing name and logoNot advertised in newspapersNot website in InternetOld fashioned interior design of the restaurant

OpportunityEnergise business by rebranding( new logo, name) Refresh menuIntroduce live musicTrain another chef to share cooking loadCreate websiteAdjustable accommodations Change an interior design Organize your operations

ThreatsNot attract new customersCan lose permanent customersThe high risk of losing business due to the increasingly fierce competition in the restaurant industry

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3.2 Customer satisfaction survey

3.3 Test on business name and logo

4. Proposals for change

4.1 Name and Logo of restaurant

The restaurant's name should be changed to Pyrogrill, and a new logo will do away with the Aztec god and use flames instead.

4.2Interior design of the restaurant

Interior and exterior design says a lot about your restaurant. Your concept’s design should reflect your restaurant’s personality, brand and concept, creating a memorable impression for your guests. Even the most innovative restaurant needs a little “face-lift” every now and then.(3)White walls are plain and usually won’t emphasize your restaurant’s concept. For that matter, walls of any colour can become a little boring if you haven’t updated your restaurant’s look in years.Paint can be an easy, quick and cheap way to update the colour palate of your restaurant and give the space a sense of currency. When budget is an issue, colour makes a bold statement at an affordable price. Choosing the right lighting levels is essential for your restaurant’s atmosphere. Different lighting levels can set different moods. While orange or yellow tones can create a warm environment, dim lighting or candles can create a romantic atmosphere. When implemented properly, lighting can even create dramatic effects that enhance both architectural and interior elements. Elements such as soft and low placement of lighting, rich colours and dark upholstery can create a more relaxed environment. Enclosed seating, such as booths, tables in nooks and seating clusters, creates a sense of intimacy in any space.Incorporating artwork, such as murals, mounted paintings, sculptures or mosaics can compliment your restaurant’s overall design and colour scheme, while also supporting its brand personality. What do you recommend given the results of your customer survey.

4.3The menu of the restaurant

A good restaurant menu design is key to any restaurant's marketing plan. It expresses your eatery’s personality, focuses your overall operations, promotes profitability, establishes your budget and keeps your brand fresh in your customer’s mind.Your menu is your primary means of representation: It says exactly who you are and what you hope to convey personality-wise. It also should create enough of an impression so that it stays with your client long after the waiter or waitress walks off

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with it. In addition, it must convey your restaurant’s brand in a manner that makes diners excited to be there, want to come back and recommend it to family and friends.

The menu is also restyled to emphasize the more profitable entrees.

4.4Adjustable accommodations

Your restaurant should be able to easily accommodate a party of any size. Consider replacing round tables and booths with free standing tables that can be configured and rearranged to quickly accommodate large or small parties. Freestanding tables also make it easier to rearrange the layout of your dining room. This can be another quick way to update an outdated restaurant design.

4.5Organize your operations

Position service stations so that they are easily accessible to staff to increase efficiency. By placing service stations centrally and providing ample space between tables, your operations and service will run much more smoothly.

4.6 Staff

Recruitment Training (Train another chef to share cooking load)

Rosters

4.7 Advertising

4.71 Newspapers

4.7.2 Web site

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5.0 Conclusion

The results of our SWOT analysis customers satisfaction survey and business name, logo test all make a strong case for rebranding Pyro’s Grill It is evident that the particular areas of change should be:

Develop a new logoDevise a new name that better reflects the business Renovate the premises to make them more attractive to customersCreate a website Review the menu options to consider changes Review customers service practices and make improvements where necessary.

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It is recommended that all of these steps are implemented together to gain the maximum benefit to your businessIf change is not implemented soon there is risk of losing substantial business due to the increasingly fierce competition in the restaurant industry

6.0 References

1 )www.wikipedia.com access July 20007

2 ) www.coca-cola.com access July 2007

3 )http://www.quantifiedmarketing.com/learning_center/restaurant-design-trends.php access July 2007

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