Keeping established restaurant brands fresh, relevant and competitive often requires significant reinvention along the way. In this hour-long webcast, moderated by rd+d Editor Dana Tanyeri, branding experts and chain executives who have led successful rebranding/reimaging initiatives will offer insights on timing, projecting ROI, process management and roll-out strategies.

1. Rebranding & Reimaging: Strategies For Success
February 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.

2. 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!

3. Thanks to Our Sponsor

4. We are TriMark,
And We Bring It!
Learn more at
www.TriMarkUSA.com

5. Meet Our Panelists
Richard Lynch
Chief Global Brand
Officer,
Popeyes™
Louisiana Kitchen
Tré Musco
President, Chief
Creative Officer,
Tesser
Nader Masadeh
CEO and
President,
Buffalo Wings &
Rings

6. Check out the Free Webcast
http://rddmag.com/rebranding

7. Rebrand/Reimage Drivers?
Fresh
Relevant
Competitive
New Consumer/Millennial
Friendly

8. Defining the mission – key considerations
Timing
• Franchise agreements
• Customer defection
• Sliding sales
• New competitive threats
Scope/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

9. Tesser – Big Picture Branding

10. 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.”

11. Buffalo Wings & Rings – Pre-Rebrand/Reimage
Writing on the wall
• Economic slowdown
• Outdated look
• Undifferentiated
• Inconsistent
• Competitors raised
the bar

12. Buffalo Wings & Rings – Post Rebrand/Reimage

13. • 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

14. 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

15. Popeyes – Pre-Rebrand/Reimage
• New management team
• Dated look/feel
• Franchise agreements
– refreshes
due/overdue
• Average unit volumes
suffering

16. Popeyes – Rebranding

17. 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

18. • 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

19. 1 2
CONSUMER
VALIDATION
CONCEPT
DESIGN
43 5
DESIGN
INTENT
DRAWINGS
TESSER PATH TO SUCCESS
A STRATEGIC, INSIGHT-DRIVEN & PROVEN PROCESS
TO BUILD A BRAND
DISCOVERY
CONCEPT/BRA
ND ASSET
RESEARCH
DESIGN
STRATEGY
DESIGN
REFINEMENTS
6
ARCHITECTU
RAL &
CONSTRUCTI
ON
COORDINATI
ON

20. 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

21. 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

22. 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

23. Questions?

24. Thanks to Our Sponsor

25. We are TriMark,
And We Bring It!
Learn more at
www.TriMarkUSA.com

26. 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.

27. Thanks for Listening!
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@rddmag
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