The strategic decision made by Scooters Pizza in 2012 to give their brand an image overhaul has paid off. Monitoring of ten of the company’s revamped stores has revealed that they have achieved financial growth in excess of 30%.
CEO of Taste Holdings Food Division, Christo Calitz, says it’s common for well established brands to reassess their image and communication channels every seven to eight years. “Having launched 12 years ago in September 2000, Scooters Pizza recognised that the time had come to inject a change into our brand identity, so that we could remain current and appeal to new customers entering the market.”
A slice of the action
Consequently, the rebranding involved a design transformation to the logo, menu, signage and furnishings in its store. While the core identifying colours of red and yellow have been retained, there has been a complete turnaround in font and logo aesthetics. The new logo is prominent in the store design and in elements such as counter tops.
The tagline didn’t escape the rebrand either, changing from ‘Hot.Tasty.Fast’ to ‘Get a slice of the good life,’ as a way of creating a stronger call to action and ensuring that the company’s core values and services were more emotively communicated.
“The rebranding was an evolutionary step motivated by the need to ensure that Scooters Pizza’s brand identity didn’t stagnate. Subsequently, we’re delighted with the success we’ve had with the brand refresh. And it undoubtedly proves that it’s important for brands to remain relevant in the public eye and that committing to this principle will ultimately result in considerable financial gains,” says Calitz.
