During 17 years of existence, Da Grasso has grown tremendously – reaching almost 200 pizzerias. Reigning in medium and small cities – it became a recognized and appreciated brand.
Challenge
However, the biggest franchise in Poland was a brand incomprehensible without emotion and uniform characteristic image. When we’ve asked our consumer: what is the brand Da Grasso, what does it stand for? - he could not answer. He associated it with food close to home, without emotions or awareness about its pros against competition pizzerias. Suddenly it occurred, that the largest franchise network in Poland doesn’t have its own character, a distinctive face. Each pizzeria was governed by its own rules. Moreover, there was no consistency in the quality of service and the dishes in individual premises. Over the years it focused on the expansion of the network, forgetting about the brand and the consumer. It was a time for a shift of focus and development of a strong brand image of Da Grasso, in order to ultimately lead to increase sales.
Da Grasso is a group of friends who always and everywhere provides your delicious pizza. It treats customers as friends - not as supplicants. Da Grasso is a brand that is right for you, that is always next to delicious food and will give you great fun. Therefore Da Grasso becomes your Pizza Friends!
Solutions
Therefore we’ve conducted consumer research, we set business goals for the brand, and set its place in the market. As a result of our activities in 2013, a network of Da Grasso has undergone a revolutionary change in its image. Rebranding went hand in hand with a change of communication. A new claim was set „Da Grasso, your pizza friends” (in polish: “Da Grasso, przyjaciele od Pizzy”). The claim was not a revolution. It got us back to the roots of Da Grasso several years before, when the brand was created just “by Friends for their Friends”.
Rebranding on one hand, was about telling the consumer, how important he is, what is the brand Da Grasso about, and what he should trust it, reach for it and make friends with it.
On the other hand, it was a tool to unify and systematically improve quality of services in all premises of Da Grasso. It allowed us to re-train franchisees, show them how to co-create desired brand and a profitable business.
Rebranding was holistic – it has changed all the branding elements of the network - from the logo, through the design, and all the advertising materials.
Rebranding on one hand, was about telling the consumer, how important he is, what is the brand Da Grasso about, and what he should trust it, reach for it and make friends with it.
On the other hand, it was a tool to unify and systematically improve quality of services in all premises of Da Grasso. It allowed us to re-train franchisees, show them how to co-create desired brand and a profitable business.
Rebranding was holistic – it has changed all the branding elements of the network - from the logo, through the design, and all the advertising materials.
Results
We’ve started marketing activities including both communication with the consumer/friend and communication within the franchise network.
We set a marketing calendar based on the promotional windows lasting 3 and 6 moths – with nationwide activities and tactical promotions (optional) utilizing tools such as:
materials inside the pizzeria – POS
leaflets, packaging, coupons
www, facebook
events
In cooperation with franchisees – we’ve created educational videos for restaurant staff, service standards and the appearance of the premises. Moreover:
materials for internal communication, i.e.: instructional videos, calendars, activities, mailings and more
regular meetings with national and regional franchisees, partners and employees of the network.
A year after the conducted change network recorded sales growth reaching 21% compared with the previous year (without active mass communication). And interviews among franchisees and their employees showed a very positive reception of communication and rebranding changes by the consumer.
Equally important, Da Grasso, thanks the professional rebranding very quickly gained a status of an ideal partner for cross marketing (campaign Wrigley and Da Grasso in 2014 and 2016 is the best example of this), and recorded an increased satisfaction of its partners and franchisees satisfaction.
We set a marketing calendar based on the promotional windows lasting 3 and 6 moths – with nationwide activities and tactical promotions (optional) utilizing tools such as:
materials inside the pizzeria – POS
leaflets, packaging, coupons
www, facebook
events
In cooperation with franchisees – we’ve created educational videos for restaurant staff, service standards and the appearance of the premises. Moreover:
materials for internal communication, i.e.: instructional videos, calendars, activities, mailings and more
regular meetings with national and regional franchisees, partners and employees of the network.
A year after the conducted change network recorded sales growth reaching 21% compared with the previous year (without active mass communication). And interviews among franchisees and their employees showed a very positive reception of communication and rebranding changes by the consumer.
Equally important, Da Grasso, thanks the professional rebranding very quickly gained a status of an ideal partner for cross marketing (campaign Wrigley and Da Grasso in 2014 and 2016 is the best example of this), and recorded an increased satisfaction of its partners and franchisees satisfaction.
