This is the second installment of “Branding Today – What Every Restaurant Owner Needs to Know,” which can be downloaded FREE from our eBook library.
Carnival Cruise lines added a new twist to a traditional idea. Their RedFrog Pub is a fun and funky pub with a Caribbean flare. Carnival knew that their customers were used to thinking of a pub in a dark, cozy, English/Irish setting.
But the RedFrog Pub had to modify all those expectations. In essence, they wanted to come up with a unique re-branding strategy. So what did they do next?
Making a pub “Caribbean” involved many layers of branding. For one, the space was updated with palm trees and Caribbean-themed signs. The artwork fell in line with the tropical motif, and the outdoor patio area even included swing seating!
Instead of traditional English pub games, the RedFrog Pub added Caribbean themed games. The bar stocked a variety of rums and beers from the islands.
The RedFrog also updated their deli paper with a CPP product to reflect this new, tropical brand.
By extending their efforts to include menu, décor and sandwich paper, they were successful in rebranding the idea of a traditional pub.
If you are considering a brand makeover for your business, then you absolutely have to read Brand Turnaround by Karen Post. Using several real world examples, the book shows you how other companies managed their turnaround, step by step.
If you’re eager to see the next post to this series, or learn more about rebranding, simply click the eBook icon on your right and feel free to contact us online or call us at 888-895-7540.