One of the last locations to still be operating under the brand of a failed franchise system, the ownership of this Waikiki staple had a number of issues to overcome and traverse with a rebrand.
- Create a fresh restaurant concept that would appeal to the local and tourist markets. The tourist market spanned primarily Japanese and Americans, and needed to speak to both.
- Reconfigure the restaurant’s offering to successfully pull in beach-goers for breakfast, lunch and dinners.
- Develop a name and brand identity for the restaurant that would be unique, noticeable and memorable in the overcrowded Waikiki space.