Giraffe, the Boparan Restaurant Group (BRG)-owned group, has seen each of its remodelled sites deliver an average uplift in like-for-like sales of 13%.
The group began relaunching its sites as Giraffe World Kitchen last year, with the new brand positioning of “Taste a Whole New World”.
The rebrand, carried out by branded agency Ragged Edge, has seen the restaurant chain’s 48 sites undergo changes to its signage, menu suite, uniforms and POS.
Alex Meyer, marketing director of BRG, said: “Repositioning Giraffe as a world kitchen has given is a clear purpose that resonates with both existing diners and a new audience of young professionals.”
BRG has said the rebrand, which started last year at the group’s Basingstoke site, aims to attracts “evening diners demanding Instagram worthy moments”.
Giraffe World Kitchen menu items include sweet chilli plantain taco, nachos, thai duck stir fry, and chicken malay curry.
MCA revealed earlier this year that Matt Snell, who stepped down as operations director at Red’s True Barbecue, was to join Giraffe as its new brand director.
