Bo's Steak & Grill Gets a New Identity as 'Cole's Backyard Grill'
Laura McQuarrie — July 17, 2015 — Lifestyle
References: colesbackyardgrill & nrn
A year-old fast casual restaurant formerly known as Bo’s Steak & Grill has now been freshly rebranded as Cole's Backyard Grill.
By satisfying a consumer desire for convenience and healthy fresh food at reasonable prices, fast casual dining has experienced a surge in popularity that can't be compared to other segments in the restaurant industry. However, these types of restaurants are emerging at such a rapid pace, the menus and style of service is often new and confusing to many consumers.
The name change simply was a result of customer feedback, as the brand found that people were simply confused by the inclusion of "Steak and Grill" in the restaurant's former name, which led people to associate it with a fine dining service. Other changes to the establishment included turning the optional build-your-own salad bar into a standard side item that comes with meals, as well as introducing a self-serve soft drink station.
By satisfying a consumer desire for convenience and healthy fresh food at reasonable prices, fast casual dining has experienced a surge in popularity that can't be compared to other segments in the restaurant industry. However, these types of restaurants are emerging at such a rapid pace, the menus and style of service is often new and confusing to many consumers.
The name change simply was a result of customer feedback, as the brand found that people were simply confused by the inclusion of "Steak and Grill" in the restaurant's former name, which led people to associate it with a fine dining service. Other changes to the establishment included turning the optional build-your-own salad bar into a standard side item that comes with meals, as well as introducing a self-serve soft drink station.
Trend Themes
1. Fast Casual Dining - Opportunity to innovate by creating clear and concise menus and service styles to avoid confusing consumers.
2. Health-conscious Food - Opportunity to innovate by offering fresh and healthy options at affordable prices to cater to consumer demand.
3. Customer Feedback-driven Rebranding - Opportunity to innovate by actively seeking and responding to customer feedback to improve brand perception and avoid confusion.
Industry Implications
1. Restaurant Industry - Opportunity to innovate by embracing the fast casual dining trend and offering clear and healthy menus to stand out in a competitive market.
2. Food and Beverage - Opportunity to innovate by developing products and services that cater to health-conscious consumers looking for convenient and affordable dining options.
3. Marketing and Branding - Opportunity to innovate by using customer feedback to guide rebranding efforts and create a clear and compelling brand identity.
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