Johnny’s Pizza House
12/11/15

Johnny’s Pizza House

Restaurant Rebranding & Marketing

Johnny’s Pizza House

A pizza brand legendary in existing markets, but had no equity in new ones was in need of a rejuvenation from its core passion through how that passion is communicated to the world. Vigor helped find and fuel the brand’s point of differentiation: Sharing.

Johnny's Pizza House exterior design and architecture concept

Challenge

The Johnny’s Pizza House challenge was multi-faceted. The brand was communicating with a dated image that had no elements of differentiation in an aggressive category in the restaurant industry. The Vigor team needed to figure out what made the Johnny’s Pizza House brand experience completely unique and what got people so passionate about it. In addition, the Vigor team was challenged to:

  • Pinpoint key elements of the existing brand that had strong brand recognition in current markets.
  • Garner understanding and key insights on what the true
    passion for Johnny’s Pizza House was for customers and
  • Craft a repositioning strategy for the brand’s future including a implementation into new units and retrofitting existing units.
  • Redesign the brand identity with a focus on maintaining elements with brand equity while reinforcing the new passionate purpose.
  • Develop a robust toolkit for building upon the brand touch points across multiple media.
  • Create a vibrant image of owned graphic elements that can be applied across new markets to create brand awareness and loyalty rapidly.
  • Rethink the marketing strategy to reduce dependence on deal marketing initiatives.

Key Insights

Pizza is a hard sector to be in. Easily brands are reduced to deal marketing in order to edge out competition. Johnny’s was no different, but they had something more the brand–36 units strong, 10 of which were franchised– had yet to identify and bolster. At the heart of the concept was a deeper purpose they were living without even realizing it: Community spirit and giving back. Johnny Huntsman started his pizza restaurant because he couldn’t fit people in his home any longer. He gave so much it became necessary to add space. The brand was built on this passion.

Solution

Our key insights garnered from our discovery work found that beyond delicious pizza, the people in every locale loved Johnny’s because they were incredibly ingrained in the community. Whether it was concessions at children’s sporting events, or generous fundraising opportunities, every Johnny’s location gave a lot to the community. It all stemmed from Johnny himself, an icon who doesn’t have a lot of time left with us. The team realized the need to immortalize Johnny in spirit, so with a focus on their newly defined passionate purpose the Vigor brand team got to work on delicately shifting the restaurant’s momentum. The ideal of Let’s Share a Slice™ was established.

Through our efforts we crafted a new brand identity that captured the spirit of sharing through the eyes of Johnny. This beacon of giving was easily grasped by the internal stakeholders, which made it easy to onboard the employee-owned company 100+ strong. With their buy-in, the rollout was not only smooth, but also highly successful. The first location to carry Vigor’s newly designed look opened with the largest numbers ever in the history of the restaurant.

The Vigor team compiled the brand’s graphic elements from logo sets, typography, and colors, to tone of voice and interior design elements. The toolkit allowed for current locations to easily begin retrofitting the look while new locations could build unique experiences that stayed in brand.

Date

2015

Format

Fast Casual, Pizza

Team Size

Client: 6  / Vigor: 8

Location(s)

Monroe, LA (HQ) – 44 Units

Johnny's Pizza House rebranding strategy before and after
Johnny's Pizza House rebranding strategy
Johnny's Pizza House rebranding strategy packaging design
Johnny's Pizza House rebranding strategy

Project Notes & Results

  • The rebranding campaign won recognition from the American Marketing Association in the form of an AMY Award in early 2015
  • The flagship location which was the first to carry the completely new identity launched with the biggest day in sales the brand has ever seen
  • Johnny’s below-the-line marketing studio has been successfully implementing the brand throughout other touch points using the brand standards successfully showcasing a unified front moving forward into the future
Johnny's Pizza House rebranding strategy logo designs
Johnny's Pizza House rebranding strategy marketing strategy design
Johnny's Pizza House rebranding strategy menu design
Johnny's Pizza House rebranding strategy website design
Johnny's Pizza House rebranding strategy architectural design
Johnny's Pizza House interior design and branding
Johnny's Pizza House interior design and branding
Johnny's Pizza House interior design and branding
no responses
Fresh To Order
01/08/15

Fresh To Order

Restaurant Website Experience Design

Fresh To Order

Fresh To Order, a growing fast casual restaurant chain, sought to own “finer” in the lives of its patrons. Unfortunately many parts of the brand’s identity lacked that finer touch. The epitome of this missed opportunity was found in its outdated website experience. Vigor was tapped to create a strategy for building a finer website experience for the brand.

Fresh To Order website design and strategy by Vigor

Challenge

Fresh To Order wanted to own “finer” in the market, but wasn’t delivering a finer experience. The need to not only update the restaurant brand’s website design was only usurped by the need to rethink its overall strategy and functionality. Deeper than those two key challenges, Vigor was charged with helping the brand in these key ways:

  • Tell and sell the “finer” story through an engaging experience
  • Improve the website’s key analytics: visits, page views, time on the site, bounce rate
  • Increase the amount of online ordering sessions
  • Craft a design inline with the finer, fresher brand promise
  • Increase inquiries from potential franchisees

Key Insights

Fresh to Order had two key markets with whom they needed to interact and attract. The first was their core audience, people who desired and demanded a finer, fresher experience and product. The second market were potential purchasers of a franchise licenses to expand the brand’s reach and footprint. Both markets were inherently different, but had a symbiotic relationship and a common ground: the desire for something finer. We knew that by creating a website experience that was finer, fresher, and streamlined, we could service both markets with equal success.

Solution

The team started with a focus on what a “finer” website experience truly meant in the minds of the primary audience. From an initial poll and analytics research we found some indelible truths:

  • People wanted to view the menu and get to an order as quickly as possible
  • People wanted to see the food they were about to buy
  • People demanded a seamless, coherent experience on their mobile devices

We then turned our focus on the secondary, but very important market of franchising. These website visitors were concerned with the brand story, but had other motives to convert to a lead. They wanted to get a sense of legitimacy, and were looking for a business opportunity with a company that had infrastructure, marketing support, and operations prowess. The franchise section of the Fresh To Order site had to expel any doubts that they were up to the challenge, while delivering key objective information that was easily found and understood. This meant a strategic mix of selling the magic, and telling the facts.

With these truths as a guide, the Vigor team set about redesigning the brand website’s information architecture from user flowcharts to wireframes. The focus was put on getting a site visitor to key areas of conversion while telling the brand’s story along the way.

This was accomplished with a focus on user interaction and experience. We told the story of Fresh To Order’s finer, fresher experience with excellent design aesthetics and smooth functionality across the entire website experience. For those visiting the site on mobile, the site was extremely mobile-friendly due to the Vigor team’s mobile-first approach to the design and function.

The new website’s home page, the number one landing page by far, was a mix of form and function. The story was told clearly and boldly through large food imagery that teased and enticed the visitor when rolled over. The roll over state of the images featured a headline and teaser copy that would lead the visitor further into the website experience giving the brand a chance to tell more of the story to an engaged viewer.

Finally, streamlining the purchase and inquiry processes was a major focus of the effort. Although the team did not have the opportunity to streamline the entire online ordering process, we did make it easier to start the process. Rather than simply sending users to the online ordering system only to have to select a location, we stamped out that task by letting them select the location prior to click-through. This reduced frustration on the user-side making for a finer experience, while increasing click through rates.

Date

2015

Format

Fast Casual

Team Size

Client: 4  / Vigor: 4

Location(s)

16 / Georgia, North Carolina, Florida

Results

  • The site saw an immediate improvement in all analytics targeted. Drop off rates decreased, while conversions, time-spent, and visits skyrocketed.
  • The new site platform has allowed the internal marketing team the ability to grow the site with new, fresh content that helps reinforce the story.
  • Online ordering and franchise inquiries have also increased since launch.

Visit the site at www.freshtoorder.com

no responses
Flying Biscuit Cafe
12/11/13

Flying Biscuit Cafe

Restaurant Rebranding & Marketing

Flying Biscuit Café

Atlanta’s own staple breakfast brand had lost its identity through the process of acquisition by a larger company. The jolt of the transition had left franchisees jaded, and patrons wondering, “what happened?” Vigor dove in with a focus on finding what was lost.

Flying Biscuit Cafe rebranding and marketing website design

Challenge

Flying Biscuit had a legacy brand notion with the core market of Atlanta. Although the brand had grown outside of the area, its growth had halted both in franchising and in AUV. The cause of the issue was a lack of brand passion. Something had been lost in the transition from the original ownership to the new.

  • Pinpoint the one truism that had gotten people to fall in love with Flying Biscuit Café.
  • Reinvigorate that passion point within the company, across franchisees, and into the market
  • Increase customer satisfaction and AUV across the brand
  • Onboard other partner companies with the refreshed direction and position

When a brand loses its wind it must start within the four walls and work its way out. Within the four walls of Flying Biscuit was a general feeling of mistrust and skepticism of the new ownership. The franchisees didn’t feel like the company was on their side.

The deeper issue was a loss of passion throughout the organization and brand. That spark that made Flying Biscuit Café an Atlanta staple had gone out. It was the team’s focus to find it, ignite it, and fan that passionate flame so Flying Biscuit could once again grow and cyclically attract new trials while reinforcing loyalty amongst its advocates.

Key Insights

Flying Biscuit’s spark was found in the stories of the first location in a quaint, tightly knit neighborhood called Candler Park. What the Vigor team found was that this community was the quintessential Flying Biscuit world. It was alternative, but outgoing. It was free-spirited, but hospitality was at its core. It was a true blend of Southern hospitality and metropolitan life. This culmination of today’s Atlanta sparked a passionate purpose that Vigor would use to change the tide for the brand: Southern charm with a twist of fun. This was Flying Biscuit Café’s missing link to the people inside and outside the organization.

Flying Biscuit Cafe rebranding and marketing logo design

Solution

With a passionate purpose firmly set, the design team at Vigor took to rebranding the restaurant. However, a complete overhaul was out of the question. So much equity had been built behind the iconic cherub and brand color palette. The situation demanded refreshing the look to pull in that passionate purpose without losing its roots. Vigor’s solution was to update the core illustration using a fresh, art-inspired direction.

The cherub would be smiling as always, but replacing the dish of biscuits would be the tools of the baker’s trade: a wire whisk and a rolling pin. This was a strategic move that helped pull “biscuits” away from consumer’s thinking this was their only mainstay. Since the biscuit recipe was in flux at the time, this was an important move to imply fresh made breakfasts and dinners, without being blatant. Secondly the cherub’s wing would go purple. This was to reflect the off-kilter attitude of the brand; that twist of fun.

The ink and watercolor illustration style helped set a new direction and mood for the rest of the brand identity. The brand’s color palette was slightly modified to inject more warmth. The cold lilac color used to date was altered to be a warmer purple. This matched the palette more creating a natural unity while upping the vibrancy of any design touch points.

The rebrand would start to see life in two key areas: a new website and a marketing initiative focused on bring people back to the table. The website would be a simple redesign of the current content while laying the foundation for growth. The marketing effort would focus on getting people to interact with the brand in a natural, but effective way. Participation was key.

Participation was found by tapping the brand’s legendary cookbook. Since Flying Biscuit Café was turning 20, the cookbook would be the one piece of the brand people loved to take with them. Why not redesign the cookbook, but let the people who love Flying Biscuit at their own Southern charm with a twist of fun?

The Vigor team helped launch a user-generated campaign to gather Biscuiteer’s–the new name for Flying Biscuit advocates–recipes in a sweepstakes-like campaign. Table tents, posters, social media posts, and more drove these people to the new website where they could upload their recipes to be voted on by the people. Voting would be tallied at the end of the campaign with winners from each store being selected for inclusion in the book. The book would carry their names and locals with their very own recipe to go down in Flying Biscuit history.

Date

2013

Format

FSR, Full Service, Midscale, Fast Casual, Café, Bakery

Team Size

Client: 3  / Vigor: 6

Location(s)

Atlanta, GA (HQ) – 15 units

Flying Biscuit Cafe rebranding and marketing website design
Flying Biscuit Cafe rebranding and marketing poster design
Flying Biscuit Cafe rebranding and marketing table tent design
Flying Biscuit Cafe rebranding and marketing apparel design and book publication design
Flying Biscuit Cafe rebranding and marketing tabletents and instore marketing
Flying Biscuit Cafe rebranding and marketing menu design and email marketing
no responses
1542 Gastropub
15/04/12

1542 Gastropub

Restaurant Rebranding

1542 Gastropub

1542 Gastropub was a rebirth and reimagining of a local Baltimore full service restaurant called The Reserve. The Vigor team was retained to develop a brand that communicated the vibe and level of cuisine and beverage offering to be expected from the revitalized restaurant.

1542 Gastropub restaurant advertising branding menu design in Baltimore, MD

Challenge

Vigor was challenged with developing a logo and identity in only a few, short days. The logo had to capture the new, updated vibe while serving as a remarkable identifier that stood out from the street.

Our job was to design the restaurant’s brand identity from logo and sign direction through apparel, menus and other areas where there was opportunity to bolster the message and vibe.

Solution

Vigor rapidly garnered an understanding of how the restaurant was currently positioned, and exactly what changes were underway to turn it into 1542. The location was a well-renovated turn of the century building with exposed brick and a lot of character. The concept itself was to be a contemporary, American-style Gastropub. Good food, great beer selection, and an amazing experience. The cuisine was spearheaded by Chef Cyrus Keefer who has built a name for phenomenal fare.

Our design direction pulled inspiration from the classic, traditional vibe. Leveraging typography with a load of character. The numerals became the focal point of the logo wrapped with a design that drives the classic feel home.

With the logo set, we began designing different treatments for each of the brand touch points. From the outdoor sign to the apparel for staff, the 1542 Gastropub brand identity builds.

Date

2012

Format

Full Service, FSR, Bar

Team Size

Client: 2  / Vigor: 4

Location(s)

Baltimore, MD

1542 Gastropub restaurant advertising branding in Baltimore, MD
1542 Gastropub restaurant advertising branding in Baltimore, MD

Project Notes & Results

The concept opened March 2012 with much buzz building quickly. Over the course of two months, the Vigor team implemented aggressive marketing and advertising that increased the appraised value of the restaurant space. The result was a higher purchase price for the investors.

1542 Gastropub was sold to new investors and currently operates as a different concept.

1542 Gastropub restaurant advertising creative in Baltimore, MD
1542 Gastropub restaurant website design and email marketing digital reative in Baltimore, MD
no responses
GRYLT
16/08/11

GRYLT

Restaurant Branding & Naming

GRYLT

Sure Hawaii brings with it a ton of imagery. Too cliche for a brand that wants to be national. Fresh food. Healthy options. Affordable prices. Too good to be true? No way. Now they needed a brand starting with a name.

GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor

Challenge

“Simply Grilled” was the working title for this restaurant redevelopment and it was simply mundane. The challenge here was to develop a concept and brand that superseded the expected cliches of Hawaii without losing its roots. They needed a name, a brand, a format, a complete identity: EVERYTHING.

Solution

In a situation like this, you have to go out there. You need to shed the expected and the knee-jerk ideas and push the limits. This place needed a name and brand that was as fresh as the food itself. From the fires of the grill came our inspiration: GRYLT.

With the name as the foundation, we built the restaurant’s identity with a rough/grilled style. Vibrant colors that pop loudly attract attention and still scream “fresh,” “new,” “healthy” and “bold.” The color palette and graphic treatments extended into the many touch points for the brand including posters, take out materials, menu systems, marketing and advertising.

The interior and exterior treatments followed the brand’s graphic standards with color and treatments that extended the restaurant’s original idea.

Date

2011

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 3  / Vigor: 4

Location(s)

Honolulu, HI (3 units)

GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
no responses
SquareCut Indian Bistro
10/08/10

SquareCut Indian Bistro

Restaurant Branding

SquareCut Indian Bistro

Operating under the thumb of a franchise who not only doesn’t support you, actually wages a PR battle against you is no way to operate at all. The time had come for change; to make a stance. The owners of an Indian Bistro and Bakery in Piscataway, New Jersey knew they needed a new format, with a better brand. They called Vigor.

SquareCut indian bistro restaurant branding in New Jersey by Vigor

Challenge

We had to pull away from the well-known franchise with little lost of current customer base, but maximum power at launch. Rapid brand recognition was key and the buzz surrounding the new concept had to be built quickly.

Solution

In a tightly knit, highly concentrated Indian community like Piscataway, news travels quick. We closed and reopened in a matter of 7 days. We built the entire brand over the course of 3 months prior infusing elements of cricket, classic Indian patterns and style, and a new modern feel to the bistro format. The goal was to remain rooted in tradition while jumping ahead of the former franchise in image and culinary offering.

We leveraged the current patrons and email list to market and tease the local area with what was coming. Buzz began to increase and by the time we reopened, we had a small group of excited fans ready to visit and try out the new restaurant brand.

From the logo through the apparel, menu systems, and advertising, Vigor was integral in creating a new brand that would make waves for SquareCut.

Date

2009

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 4  / Vigor: 4

Location(s)

Piscataway, NJ

SquareCut indian bistro restaurant branding in New Jersey by Vigor
SquareCut indian bistro restaurant branding in New Jersey by Vigor
SquareCut indian bistro restaurant branding in New Jersey by Vigor
SquareCut indian bistro restaurant branding in New Jersey by Vigor
SquareCut indian bistro restaurant branding in New Jersey by Vigor
SquareCut indian bistro restaurant branding in New Jersey by Vigor
no responses
Gas Station Kitchen & Bar
07/01/10

Gas Station Kitchen & Bar

Restaurant Branding & Design

Gas Station Kitchen & Bar

A long time staple of the Hershey area had ran its course. It was time for a change. After a larger fine dining brand moved to town the stage was set for a new concept to be born. The Gas Station gastropub experience was born.

Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor

Challenge

Al Meditteraneo had been a fine dining Italian restaurant for over 12 years. The key challenge was to close the restaurant for two months, build a brand, generate buzz, and reopen with a new concept. The new concept had to be more approachable with a bigger focus on bar sales without losing the cuisine business.

Solution

Renovating the image and physical location of this modern chic industrial feeling gas station wasn’t going to be easy. We knew that we had to maintain that chic feeling while tying in a bit of a vintage gas station feeling. However, we couldn’t be hokey.

Vigor designed a mark that set the precedent for the rest of the identity as seen throughout every brand touch point.The mark was supported with two typefaces that took their direction from vintage style typography, but had a modern flair that tied the vibe together perfectly.From the inception of the logo Vigor worked tirelessly to develop and design each piece of the identity with the same unique, unexpected attention to detail as the logo itself.

Date

2009

Format

Full Service, FSR, Bar

Team Size

Client: 2  / Vigor: 4

Location(s)

Hershey, PA

Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
no responses
202 Market
15/10/08

202 Market

Restaurant Branding, Naming, & Marketing

202 Market

When an expert chef contacts you about his new venture, you can’t help but be flattered and super-charged about the opportunity. Spearheading an urban revival in Roanoke, VA, 202 Market was on the threshold of being Roanoke’s premier nightlife and dining experience. Chef Chad Scott and team called in Vigor to design a brand, create an experience and build buzz around the to-be-iconoclast.

202 Market restaurant, bar and club branding in Roanoke, VA by Vigor

Challenge

 

A culinary master, Chef Chad Scott, was building his vision of a restaurant experience in a small city in central Virginia. Roanoke was in for an experience unlike any other. After assessing the situation we quickly realized the budget was overspent on ineffective media, the restaurant wasn’t staffed, there was no tangible plan in place and there wasn’t much time to make it happen.

The initial challenge was staffing, building buzz and crafting the restaurant’s brand. Once opened, we would steadily increase traffic while helping to reduce overhead.

Solution

Vigor’s solution to the complex challenges posed by 202 Market was an integrated approach to design, branding and marketing.

First, Vigor immediately reduced superfluous budget spending allotted for traditional medias like billboards and print advertising. With the newly freed budget, Vigor was able to craft messaging and leverage the proper medias for build buzz and quickly staff the location.

With the location staffed, we turned our heads to developing a plan for opening and post-opening marketing. We knew the location was so large, that it actually had four different experiences. It only made sense we name and brand each experience to set the stage for focused marketing efforts. This birthed the additional identities of 202; Kitchen, The Loft and CityBar.

We used the initial logo design and expanded it into the accompanying experiences. The brand was developed throughout the design of the restaurant’s menus, employee uniforms, business stationery and media kit materials, website, and various interior design elements including wayfinding signage, art tags, and even the bathroom signs. Everything about 202 was designed with purpose and punch.

Using a multifaceted approach, we marketed 202 and it’s many experiences through printed posters and fliers, email marketing, and website marketing. We helped promote events, and consulted on the best ways to brand featured events, new menus, and the various other happenings at this destination restaurant, bar, and club.

Date

2008

Format

FSR, Full Service, Bar, Club

Team Size

Client: 4  / Vigor: 7

Location(s)

Roanoke, VA

202 Market restaurant, bar and club go to market strategy launch by Vigor

Solution

202 Market quickly won awards and steadily increased revenue from day one. The venue started attracting national acts. The uniforms designed by Vigor were frequently asked for purchase or even stolen along with the bar top menus. Talk about participation!

202 Market restaurant, bar and club branding and advertising menu design in Roanoke, VA by Vigor
202 Market restaurant, bar and club branding and advertising in Roanoke, VA by Vigor
202 Market restaurant, bar and club branding and advertising in Roanoke, VA by Vigor
202 Market restaurant, bar and club branding and advertising in Roanoke, VA by Vigor
no responses