GoodTime
Comprehensive rebranding and creation of a unified ecosystem for the restaurant chain
GoodTime is a well-known fast food restaurant chain in Kharkiv, offering unique dishes and a special approach to cooking and customer service. However, the chain developed as disparate enterprises, which created difficulties in management, marketing and brand perception.
Company Pain:
Fragmentation of the chain and lack of a unified concept:
- Different names, interior styles, and advertising approaches made it difficult to perceive establishments as a single chain.
- Different logos and brand elements, lack of standardized visual identity.
Difficulty in managing prices and promotional materials:
- Changing prices was time-consuming, especially with the need to update 4 times a year.
- Different menu formats in establishments, no unified video menu.
- Different level of quality of food photos: not everywhere there were good photos, pictures did not coincide with real products.
Lack of centralized marketing management:
- There was no unified process for creating advertising and promotional materials.
- There was no team responsible for layouts for promotions, menus, posters, handouts.
- Different businesses used different visual materials, which created chaos in brand perception.
Company goals and objectives
- To create a new brand in the foodbar market, to unite all enterprises under a single corporate identity.
- To develop a full-fledged brandbook, which will ensure further growth and development of the network.
- Create a modern website that will become a unified digital space for the network.
- Strengthen visual communication with the client by working out all points of interaction.
- Develop a new menu that will allow for quick price updates and adapt to market changes.
- Create a marketing ecosystem to quickly and centrally create promotional materials, promotions and branded media.
- Add pre-order functionality to improve service convenience and reduce staff workload.
Results
Creating a new brand and corporate identity
- Combined disparate businesses into one powerful brand while maintaining their personality and concept.
- Developed a logo, color palette, typography, graphics to create a recognizable style.
Brandbook development
- Corporate style and its use.
- Corporate materials and documentation.
- Restaurant elements (menus, navigation, packaging, labels).
- Outdoor advertising, interior materials, printing.
Development of a digital product – catalog website
- Single platform for menus, promotions and pre-orders.
- Integration with marketing tools.
Solving the problem of frequent price changes
- Developed an adaptive digital menu that allows for quick price changes.
- Created a video menu for screens that can be easily updated and adapted.
High quality photo and video content
- Conducted a photo shoot and video shoot of the menu, ensuring that the food was visually appealing.
- Made content uniform across all businesses, eliminating visual chaos.
Centralized marketing support
- Established an operational layout production system including:
- Menus, promotions, posters, handouts.
- Advertising and corporate printing, seasonal and holiday brand media.
Result:
We transformed a chain of disparate restaurants into a unified, recognizable and professionally managed brand. Now GoodTime is a system where every element works for a unified positioning, attracts customers and increases business profitability.
