A New You

How To Reimage Your Restaurant

Keeping the menu, ambiance and aesthetics fresh and updating an older concept to remain relevant in a changing local market can help a restaurant attract a new audience. So, when is it time to reimage? Carl Howard, former chief executive officer for the quick-service Italian concept Fazoli’s, which has more than 200 locations across the country, suggests every five years as a benchmark.

While franchisees might be bound by a reimaging clause in their contract, independent operators have to figure out on their own when to refresh the brand and, more urgently, why. There are several reasons to consider a reimaging campaign. Understanding the reason behind the brand refresh can help you figure out what to focus on and, more importantly, what works so well you should keep it the way it is.

Reimaging often takes place when a concept seems outdated or no longer resonates with the target market. If the numbers are down, consider whether your concept is due for a fresh take. Ryan Labbe is the founder and chief executive officer of Las Vegas-based 81/82 Group, which operates multiple concepts on and off the Strip – the stretch of Las Vegas Boulevard that is known for its concentration of resort casinos, hotels, and restaurants. Labbe’s restaurants range from a breakfast concept, Early Birds, to Mexican concepts Más Por Favor and La Neta Cocina y Lounge, to drinks-oriented concepts Juliet Cocktail Room, Rosina Cocktail Lounge, and Electra Cocktail Club at The Venetian Resort Las Vegas.

Asked when he begins to think about reimaging a restaurant, Labbe says, “I look at the area where the concept is located and if it has been redeveloped. I also look at whether or not the offerings are still appealing and if the design has become outdated.” By tweaking the menu or aesthetics, Labbe keeps his concepts relevant and competes with the vibrant, always-evolving Las Vegas scene.

First Fix the Underlying Issues

Reimaging is a frequent solution when the restaurant is experiencing problems, ranging from lower-than-expected revenue for an extended period to a reputation crisis or public health incident. In an extreme event, you may be tempted to reinvent the concept and start with a clean slate. However, no menu tweak or interior update will fix a fundamental flaw, such as widespread negative reviews, inconsistent food, or poor service. Rather than invest time and money in reimaging to camouflage a deeper issue, fix the underlying issue before polishing the brand image. When the food, service, and guest experience hit the marks you are aiming for, you can write a new story for the brand.