Gourmet Burger Kitchen (GBK), the premium burger chain, has launch a new brand identity, which it plans to roll out across its 59-strong estate next year, as part of the first full brand development exercise since the chain was founded in 2001.
The company, which will open its 60th UK site at the Southgate centre, Wandsworth, in January, has already implemented the key elements of the refreshed identity in its Ealing and Wimbledon restaurants ahead of national rollout.
It moves away from the original Australasia-heavy themes to a more “youthful and premium positioning” and introduces a new logo, motifs and colour palette along with revamped interiors including open kitchens and artisan design features.
M&C Report understands that the group’s current refurbishment programme is progressing well with over half of the estate now complete and a positive impact on like-for-like sales being experienced.
GBK teamed up with leading marketing consultancy, FigtreeProphet, earlier this year in a bid to refine and refresh the brand; defining its position in a rapidly growing market and setting it apart from the competition.
It said it was keen to establish a clear brand positioning to ensure consistency across the existing 59 outlets and those in the pipeline.
The company said that the new visual identity focuses on the unique GBK experience; “designed to reflect its personality, quality and expertise”.
Katie McDermott, marketing director of GBK, explains: “All of these new elements are a reflection of an 18-month drive to develop and improve our food, customer experience and employee culture.
“The first of our kind, we have grown rapidly over the last 12 years, increasing the number of our restaurants more than tenfold within a decade. But, as the market becomes more competitive, we can’t rest on our laurels and need to always be looking at ways to up our game - we knew it was time to take a step back, take stock, and define a clear path for our future.
“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.”
