From the archive: Thinking about rebranding? You have to take a look at whether it reflects your company values, mission, and purpose | via FnBReport
Thinking about rebranding your restaurant? You have to take a look at whether it reflects your company values, mission, and purpose just as Tokyo Tokyo didWhen Tokyo Tokyo decided to embark on its biggest redesign project to date, the legacy of the 33-year-old Japanese fast casual restaurant chain was left in the hands of an outsider.
—understanding internal strengths and weaknesses, looking at opportunities and threats from the outside. In this case, we were firm that Tokyo Tokyo is a fast casual restaurant, but the ambiance was something we wanted to elevate. We knew it was one of the touchpoints we wanted to fix.” One of the most important factors in the redesign is reinventing the expansive space for ambiance and texture.
“The day after the restaurant reopened, the flagship store experienced double digit sales growth and earned a 20 percent or more surplus of sales compared to the same date the year before.”
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