The Power of Rebranding: Transforming a Restaurants image through redesign

The Art of Rebranding: A Case Study

In 2022, Vapiano, the fast casual restaurant franchise known for its offer of delicious Italian food wanted to re brand to realign itself within the market.

They wanted a full reinvention of their brand to suit the modern consumer. To achieve this, and get the brand story right, a ‘back to the drawing board’ in depth review approach was far more suited. Key factors for this to be a success included getting under the skin of the brand, what it stands for and how as a collaborative process the client could be involved at every stage. The perfect starting point in this scenario, was to think about the customer experience, what do consumers actually want?

In a review of restaurant trends for 2024, data showed that serving delicious food is one thing. But creating a beautiful and memorable dining experience is another. According to this survey, 41% of us would pay more to dine at an aesthetically pleasing restaurant. With this being top of the list for consumers, it’s important to be aware and know whether your business is due for a revamp. Simple sultry lighting and a cohesive colour scheme can transform your restaurant and create a recognisable ambiance, with the décor reflecting the style and price-point of the establishment. This rebranding process should not only be about changing aesthetics but redefining the entire customer experience from the ground up. Every touch point a customer comes into contact with should be thought through. For example, a considered approach to the design of lighting, acoustics and the navigation of the space.

Assessing the Old Concept

The first step in your rebranding process should be in the form of an assessment of the existing concept. This includes evaluating the interior design, layout, and overall ambiance. Most importantly, the evaluation should ensure that the core DNA of your brand remains intact and recognisable, providing continuity for loyal customers who appreciate your brand and business for what it is. Incorporating customer feedback—perhaps incentivised with discount codes—can reveal operational bottlenecks and competitive insights. This comprehensive assessment will highlight the strengths and weaknesses of your current setup, informing your rebranding strategy to ensure it aligns with modern expectations while preserving the essence of what makes your brand unique.

Take Vapiano as an example: it successfully underwent a much needed refresh while retaining the elements that customers love, bringing the brand into 2024.

Transforming the Interior

One of the most critical aspects of rebranding is the interior design and architecture. The transition from a tired, outdated space to a luxurious, vibrant environment requires meticulous planning and execution.

Here’s a few of our suggested tick points to consider when approaching the transformation as an experienced interior design and architecture firm for hospitality projects:

1. Redefining the Layout

The layout is responsible for affecting any restaurant’s performance. Ensure its not cluttered, or lacking a logical flow. It must utilise all space effectively. This can be done through creating distinct zones for different dining experiences, including intimate booths, communal tables, or private dining areas.

A well-executed design example can be seen in how Vapiano rebranded by densifying its space. By condensing the layout, they created a more vibrant atmosphere without sacrificing clear zoning and circulation. This strategy not only enhances the dining experience by fostering a lively environment but also ensures that each area serves its intended purpose efficiently, improving overall operational flow and customer satisfaction.

2. Elevating the Aesthetics

Good design is about more than just visual appeal; it’s about creating an atmosphere that enhances the overall experience. By selecting a sophisticated colour palette with rich, warm tones to create an inviting ambiance and pairing this with high-quality materials, such as marble countertops, plush upholstery, and bespoke lighting fixtures a real touch of luxury is bought into the space. This is obviously dependant on the clientele but knowing what atmosphere you want to achieve will be the difference between a diner staying in your establishment all evening (and spending more money) or coming in for a quick bite and leaving after 30-40 minutes. EAT Grill & Bar used this concept with its high-end finishes and colour scheme to create a luxury, atmospheric 1920s vibe. The result, a space that feels alive. One where customers want to settle in for the evening.

Lighting is of course a fundamental aspect of restaurant aesthetics, and Italian’s transformation exemplifies how strategic lighting can elevate the overall ambiance. By adopting a more nuanced approach to lighting, Italian’s moved away from uniformly illuminating the entire space. Instead, it employed less direct and ambient light, favouring warmer colour temperatures to create a cosy and inviting atmosphere. Such thoughtful lighting design not only adds to the visual appeal but also contributes to the emotional and sensory experience of the diners. A real win-win!

The Impact of a Successful Rebrand

A successful rebrand can have a profound impact on a restaurant’s performance. Here are some of the benefits we have observed in our experience of helping companies rebrand themselves.

1. Increased Foot Traffic = Higher Revenue

A fresh, luxurious design will attract a new wave of consumers who are eager to experience the revamped space. This is where marketing efforts, combined with positive word-of-mouth, will really benefit a business. Take Italian’s as an example, it has been fully booked since its launch of the new brand within its preexisting restaurant, footfall has exceeded expectations with fully booked evening bookings since its opening in October 2023. The reason? Similar in nature but with a fresh brand story. With this implemented into your strategy, it is usual that there are increases in average consumer spend and therefore overall sales, proving that a well-executed rebrand strategy can be a lucrative investment to any hospitality business.

The Journey to New Heights

Rebranding a tired restaurant concept is no small feat, but with the right vision, strategy, and execution, it can lead to remarkable results. At Finkernagel Ross we understand the transformative power of rebranding and have worked with numerous companies to help them redefine their brand identities and achieve their business objectives. Our blend of Directors working alongside our creative team have proven success in conceptualising and implementing rebranding strategies that align with our client’s vision and goals. By building a team of experienced creatives specialising in hospitality design, we ensure that every aspect of the rebranding process is handled with precision and care, resulting in impactful and memorable brand transformations.

If you’re ready to take your business to the next level, don’t hesitate to get in touch with one of our Directors here.