Open kitchens and artisan design themes are set to be key features of Gourmet Burger Kitchen restaurants in future following a brand revamp at the casual dining chain.
Two restaurants from the company’s stable are now piloting the new approach after it teamed up with marketing consultancy Figtree Prophet earlier this year in a bid to refine and refresh the brand following growing competition on the high street.
The brand development exercise is the first that GBK has carried out since it was founded in 2001 and will help it to establish a clear brand positioning to ensure consistency across the 59 outlets it already operates and those in the pipeline.
GBK is moving away from the original Australasia-heavy themes to a more “youthful and premium positioning”, complete with a new logo, motifs and colour palette, as well as revamped interiors featuring open kitchens and artisan designs.
“All of these new elements are a reflection of an 18-month drive to develop and improve our food, customer experience and employee culture,” said Katie McDermott, marketing director of GBK.
“We have made some significant operational changes; both behind the scenes and front of house, building on the step-change in food quality already seen over the last two years. The refreshed identity will enable us to firmly establish the new approach.”
Pilots are currently taking place in GBK’s Ealing and Wimbledon stores, with a national roll-out set to follow in early 2014.