Pizza Today - April 2024 - 14

Mike's Monthly Tip
ROI Rebrand
Mike Bausch
Owner, Andolini's Pizzeria
n 2012, once we opened
our second location in the
heart of Tulsa, we started
seeing a higher-end clientele.
Th e Family Fun brand we had
started with in 2005 didn't
match us anymore, and we
needed to redo our whole
package. We kept the name the
same, but we needed a more
stoic brand that matched the
promise of authenticity and
craft dedication to our product.
So, we changed the signage and
logos, which was an excellent
move for our company.
We saw an immediate pop in
sales, making speaking to our
customers with a brand that
matched the messaging much
easier.
Th is update was not easy; it
I
took much more eff ort than it
probably would today. In 2012,
logo design contests and sites
like Upwork were not around.
You had to go to a branding
fi rm or know someone stellar
on Illustrator, not a friend, but
a pro. A rebrand can be as easy
as a few minutes on Canva if
you are so inclined.
A complete rebrand is a hard
thing to pull off . New uniforms,
new website, new packaging,
etc, so a soft rebrand like a logo
modifi cation can be a subtle
nod to the customer of evolving
as a company.
Sign Rebrand
Additionally, even when you
want to keep all your logos the
same, I've noticed an interesting
dynamic: a new sign on
14 / PIZZATODAY.COM / APRIL 2024
your building will immediately
hit an ROI to the bottom line.
It signifi es to the customer that
you're vibrant and changing- an
immediate ROI. Once the thing
people are used to seeing looks
diff erent, they act diff erently.
It even works on me. Th ere's
a restaurant across the street
from mine that took the same
logo and same sign but just
changed the color tiles inside
each neon box letter, and I felt
even compelled to go and check
it out. Th is simple sign update
creates intrigue, sometimes subconsciously,
sometimes overtly.
Either way, I thought, I hadn't
been there in a minute; I should
get lunch there, and I did.
A rebrand is rarely a wrong
move. A complete overhaul can
disenfranchise a customer, but
an evolution always leads to
top-of-mind awareness. Th ink
of Planters, Starbucks and even
Taco Bell. All these brands have
done subtle updates in the last
18 months, which shows their
bottom line to stay relevant.
Typography and style updates
happen; while I don't seek to
ride trends, I do seek never to
stay stagnant.
Regarding exteriors, think
of Target and Walmart; each
big box store does a complete
exterior rebrand every fi ve years.
At some point, outdated looks
become a classic and nostalgic
novelty, and it takes about
25 years to reach that point. If
you don't have enough time
to wait to gain retro-vibe love,
then an update is in the cards.
If you are seeking a shot
of adrenaline into your bank
account for 2024 and a way to
connect with the customer on
a subconscious level that says
you care, a rebrand to the logo
and or exterior is a great place
to start.
pressmaster/adobestock.com
@mikeybausch
http://www.PIZZATODAY.COM
Pizza Today - April 2024

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