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Rebranding Project

Dan Urban Media Design Master of Fine Arts Degree

Table of Contents

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Eats American Grill Overview The project and purpose of this book is going to examine and explain the thesis project pertaining to Eats American Grill located in South Tampa, Florida and the need to be competitive in the ever changing restaurant environment. With a constant flow of new “mom and pop” restaurants starting up every year across the country plus the nationwide chains, it is even more important for a newer restaurant to get out quickly, create its niche and be creative with its branding assets.

Eats likes to say it has a “Cheers” feel but that is a limiting statement since not everyone knows who or what Cheers is or was. The notion of the “Cheers” feel is important in appealing to the late thirty to fifties crowd, who remember the show, the feeling of community, the fellowship that was exhibited by the staff and the patrons.

It is important for Eats to produce that sort of feel but equally important is to include the early twenty crowd of young sports enthusiasts that will come in late and spend hours on a weeknight watching sports and drinking beer. Eats also would like to appeal to the families with children, with a wholesome family atmosphere as well as the spots bar quality. By combining all three key components of the Eats idea, a new branding direction can be achieved. By putting together the feeling of a family friendly, community oriented, sports buddy bar Eats can set itself up with long term success.

Eats American Grill was opened in the spring of 2010, in South Tampa, Florida. Being that Eats is a relatively new company just going on four years old and still building up a client base, it is important that a complete rebrand be undertaken now as to set Eats up for continued success in the future. Also offering a recognizable brand identity will help to give Eats a top of mind awareness to area customers. Creating a new branding direction is crucial to the expansion and growth of the company.

Currently Eats has a very basic logo and color scheme, with no real pop, no hint of what is their goal of being that community oriented, family friendly sports bar. To attract a broader range of clientele and take the next step in the evolution of marketing, it is important that Eats develop a more eye catching logo and design elements doing this is a key factor in the rebranding of Eats.

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Target Market The target market for Eats is two fold, families with children looking for a fun place with great food at reasonable prices.

And, sports nuts looking for a place to hang out with friends and have a few drinks and some great food.

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