The challenge
Ribs Grill, a quick-service restaurant, sought to overcome the fast-food stigma often associated with its food court locations. The challenge was to communicate their commitment to exceptional ingredients and delicious flavors through a cohesive brand identity and messaging. With a brand known for its quality ingredients, delicious food, and attention to key details like hygiene, speed, and friendliness, our goal was to elevate their perception in a competitive market.
Strategy
Our partnership began in the summer of 2018 when Ribs Grill had three restaurants, each with a distinct identity. Apart from unifying these locations under a single, powerful brand we knew that menu and decor tell the story, but the experience is the flavor that makes customers come back, so we have to bind strategy with execution and customer feedback.
A full-spectrum brand transformation for Ribs Grill
To start, we worked with the Ribs Grill team to develop a comprehensive brand and messaging strategy that truly reflected their core values and premium quality. Our goal was to not only unify the existing locations but also to give the brand a clear and powerful voice. We crafted a new tagline, “Life tastes better on a grill,” to capture the essence of their brand: a commitment to quality food and an enjoyable dining experience
Next, we brought this strategy to life with a fresh visual identity. The new color scheme and fonts were carefully chosen to convey a classic BBQ & Grill look. We complemented this with delicious product images and vintage-inspired pictograms. These elements were then applied across every customer touchpoint, from menus and in-store screens to uniforms, posters, and packaging. This cohesive new look immediately won over loyal customers and drew the attention of new ones.
Our team then worked to transform each location, one by one. We went to the first restaurant and began updating every detail, including new menus, signage, and flyers. Once that location was a cohesive representation of the new brand, we moved on to the next. We repeated this process until we had successfully transformed six locations, ensuring every customer, no matter where they were, experienced the same unified and memorable brand.
To complete the transformation, we also took the brand digital. We designed and launched a new website that was both easy to navigate and visually appealing. We also created a full suite of templates for social media posts, ensuring Ribs Grill’s online presence was just as consistent and engaging as the in-person experience. This seamless digital presence helps the brand connect with its audience and drive customer loyalty.
Your menu and your decor tell the story, but the experience is the flavor that makes customers come back.
Outcomes
Gradually, all relevant touchpoints were refined through feedback generated in interviews with customers on-site or through Design Thinking workshops. This information formed the basis for creating menus, social media communication, and the website, enhanced by product photography sessions. The entire process allowed the restaurant to enter the franchising phase with a well-rounded, memorable, and correctly built concept.
