“Customers are responding in droves, and our clients are looking at ARAMARK in a new light.” - Deb Wicks, V.P. Marketing, Business Dining
With increasing competition from a growing number of national fast-casual dining brands, ARAMARK Business Dining Services realized it was time for improvement. ARAMARK created a new initiative aimed at increasing each customer’s enjoyment during their dining experience. Our job was to help them make their initiative a real-world success.
- Identify value propositions for all audiences - clients, customers, employees
- Create brand that tops competitive national fast-casual retail brands
- Focus on the results of research findings - Customers want a “retreat,” somewhere they can go to get away from the office without having to leave
- Create flexible visual language and messaging system to be cost effectively implemented over multiple sites nationwide in a condensed schedule
- Naming - Several names and concepts were created and tested before we and the legal team landed on Café Getawaysm. Throughout, however, the research and our process kept us on target and on schedule.
- Identity
- Print communications
- Digital communications
- Package design
ARAMARK has launched several Café Getaway locations with more test sites in the works. We are currently evaluating the need for employee communications and training materials. |
