SBARRO A NEW LOOK - A NEW TASTE
PROJECT BOOK J O H N S . GA S K I N
SBARRO
FOOD - FRESH - FAST
1.0 Research
Ta b l e o f C o n t e n t s
1.1 Research 1.2 Communications Audit 1.3 Competitive Audit 1.4 S.W.O.T. 1.5 Creative Brief/ Strategy 1.6 Demographics
2.0 Creative
2.1 Competitive Survey 2.2 Design Research 2.3 Moodboard 2.4 Logo Development
3.0 Style Guide
3.1 Logo Standards 3.2 Logo Parts 3.3 Logo Clear Space 3.4 Logo Colors 3.5 Logo Usage 3.6 Color Palette 3.7 Textures 3.8 Images 3.9 Typography 3.10 Print Specifications 3.11 Website Specifications
4.0 Final Designs
4.1 Digital Media 4.2 Print Media 4.3 Store Assets 4.4 Jingle 4.5 Social Media 4.6 Mobile Applications
5.0 References 5.1 References
“You don’t have to be Italian to enjoy the fresh, delicious, authentic taste of Sbarro”
1.0 Research
1.1 Research 1.2 Communications Audit 1.3 Competitive Audit 1.4 S.W.O.T. 1.5 Creative Brief/Strategy 1.6 Demographics
p.3 p.5 p.6 p.7 p.9 p.10
ABSTRACT
The Sbarro family came from Italy to America in 1956. They opened the first Sbarro quick-serve restaurant in Brooklyn, New York in 1967. Sbarro restaurants opened in other malls, airports, sporting stadiums, college campuses, hospitals, casinos and movie houses; serving authentic Italian food. There are over 1000 Sbarro restaurants around the world with most being franchise owned.
The brand objective, according to Jim Greco, Sbarro’s new C.E.O, “is to create a market that will attract customers, social and business; to increase its profitability and make Sbarro the preeminent fastcasual restaurant in the world.”
The Sbarro family has been known for their rich Italian heritage and old world values. The Sbarro brand is a household name and established in the industry. Due to the downturn in the economy, competition and poor industry practices the Sbarro company has lost market share and revenue.
The rebranding of Sbarro Inc. shall transform Sbarro’s image so that the brand objective and goal can be met. Sbarro’s image transformation shall be both physical (the redesigned restaurants and use of fresh local produce) and tangible (new updated logo, website, media ads, social sites affiliation and new ‘applications’).
1.1 Research
The campaign shall create media assets to attract and entice consumers to the Sbarro restaurants and brand. From its revived consumer base Sbarro shall increase revenue and increase its franchise restaurants. Bringing both brand objective and brand goal to reality, Sbarro shall be financially functional and future sustainable.
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KEY FINDINGS Findings
Summary
The Sbarro restaurant, started in 1967, was the first quick-serve restaurant in the pizza industry. The Sbarro restaurants offers pizza, hot and cold entrees, pasta, desserts and salads. There are no drive-thru facilities or call ahead ordering. The Sbarro company offered franchise agreements and now there are over 1000 restaurants in forty countries around the world.
The Sbarro brand is relevant, viable and sustainable. By building on the Sbarro company’s Italian heritage and its key tenets of delicious, healthy, affordable, innovative, authentic and fresh this campaign project will further enhance the Sbarro image and brand. At the same time the campaign shall highlight the Sbarro brand core values of respect, honor, honesty, integrity, humility, hospitality and diversity.
The owners, MidOcean Partners, have not kept up with industry standards and market trends. The Sbarro brand has very few media assets, relying heavily on foot traffic, which slows down in every economic downturn. The rising cost of comodities and rents have also contributed to the fall in market share for the Sbarro company and brand. Being in the restaurant industry Sbarro provides products (food) and service, customer service. One factor for sustainability is for good customer service to be enhanced and maintained. This means that employees must be properly trained and kept happy and contented.
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The longevity of the Sbarro Company has been the biggest factor in its relevance and its sustainability. The name Sbarro continues to carry an emotional bond and interest with some of the target audience. “Emotional branding is a means of creating a personal dialogue with consumers�(Gobe, 2009). The campaign project for Sbarro Inc. shall create deliverables that will enlighten the target audience to the features and benefits of the Sbarro products and brand. The deliverables shall realize, affirm and implement the brand vision and brand mission.
1.1 Research
“Apart from its restaurants and website, Sbarro is non-existent.�
1.2 Communications Audit
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Pizza Hut was founded in 1958 by two brothers, Dan and Frank Carney, in Witchita, Kansas. They borrowed $600 from their mother to start a pizzeria. Pizza Hut Inc. is now a subsidiary of Yum Brands inc. Domino’s Pizza was founded in 1960. Tom and James Monaghan bought a small pizza store in Ypsilanti, Michigan. Eight months later Tom became sole owner and soon changed the name to Domino’s Pizza. In 1998 it was sold to Bain Capital. Papa John’s was founded in 1983 by John Schnatter, at age 22, in Jefferson, Indiana. The intention was to provide door to door delivery. Little Caesar’s Pizza was founded in 1959 by Michael and Marian Ilitch. They took their life savings of $10,000 and a dream and opened the first restaurant in Michigan, Illinois. Little Caesars’ Pizza is the largest carry-out pizza restaurant in the world.
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In 2002, the top five quick-serve pizza restaurants were Pizza Hut, Domino’s Pizza, Papa John’s Pizza, Little Caesar’s Pizza and Sbarro, in that order. All companies offer pizza as their main sales item, Sbarro also offers hot and cold entrees, desserts and salads. The other companies offer delivery service, Sbarro does not. According to Franchise Help Inc. (2002), “Sbarro Inc. has the highest franchise fees of the five companies, the lowest advertising time, but is first in royalty payback.” In many surveys taken over the years, Italian food ranks as the most popular ethnic food, bought and eaten in America, with pizza being the number one Italian food bought. Competition to Sbarro also comes from Supermarkets, Warehouse Clubs and Large department stores with grocery isles selling frozen Italian food, some having their own food court selling ready-to-eat foods. In 2009, Sbarro dropped to number seven.
1.3 Competitive Audit
Opportunities
To analyse and determine if Sbarro Inc. can survive in the pizza restaurant industry, to become financially functional and future sustainable.
Strengths
S.W.O.T. Objective:
1.4 S.W.O.T.
Name recognition Located in malls, airports and sports arenas 1000 locations worldwide Family restaurant Longevity in industry Strong core values Rich Italian heritage
Use local produce Create rewards program New franchises Promote healthy lifestyle Promote family dining Expand public awareness Increase community service
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Economy Other pizza restaurants High cost of commodities High rental costs Supermarkets and Large stores Incapable workforce Market trends
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Weaknesses Threats
No Individuality Located in malls, airports and sports arenas No pre-ordering No delivery Do drive-thru services Reheated food Dull restaurants
S.W.O.T. Conclusion: The Sbarro Brand is a very established and respected brand in the industry. The pizza restaurant industry is ever changing and growing. Sbarro has to evolve in order to survive by following market trends, the economy and industry standards. As more businesses offer pizza to the buying public the Sbarro brand has to be rebranded highlighting their authenticity, innovations and quality.
1.4 S.W.O.T.
Brand Positioning:
Unique Selling Proposition:
Tenets:
When Sbarro first opened it was one of the first of its kind, an Italian quick-serve restaurant appealing mainly to Italians and others who wanted that authentic Italian food. The menu for the Sbarro restaurants includes pizza, pasta, hot and cold entrees, salads and desserts. In 2002, Sbarro was the fifth largest pizza restaurant chain in the U.S.A. In 2009, they dropped to number seven.
The U.S.P. for Sbarro is its family history, their link to their Italian heritage. The Sbarro company and brand will benefit by the continuing association with the Italian culture, heritage and values. The brand, by the use of the Italian flag in its logo, solidified that link to its heritage. The new campaign will build on that to foster an attraction and commitment to the Sbarro brand and company.
Fresh: “A new look - A new taste� embodies the fresh theme of the Sbarro rebranding campaign. With fresh ingredients and new recipes, the look and taste of the Sbarro food will be an enticement, attraction and enjoyment for the consumer. Fresh ingredients also means a healthy lifestyle to consumers.
Sbarro will be moved from the quickserve industry to the fast-casual industry. This will encourage dining in at the Sbarro restaurants, enticing more patrons. Restaurants and recipes will be redesigned for greater fullfilment by the consumer. The goal is to make Sbarro the number one pre-eminent fast-casual restaurant in the world.
1.5 Creative Brief/ Strategy
Innovative: There will be a new look to Sbarro and new standards. The redesigned restaurants will also create a new dining experiance and ambience for the consumer. Authentic: The Italian recipes of the Sbarro family, restaurants and the rich Italian heritage that connects to the brand shall all create an authentic Italian experience for the consumer.
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People With Disposable Income.
YOU! 10
1.6 Demographics
“From Our Table to Yours”
2.0 Creative
2.1 Competitive Survey 2.2 Design Research 2.3 Moodboard 2.4 Logo Development
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-Websites, -Logos: Old & New, -Ads Both Pizza Hut and Dominos have gone through a rebranding campaign. They are the number one and number two pizza restaurants listed.
2.1 Competitive Survey
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-Websites, -Logos, -Ads Papa John’s Pizza and Little Caesars’ Pizza have not rebranded but have captured a market based on the need of the consumer.
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2.1 Competitive Survey
Sbarro:
Design Brief:
Design Direction:
The product of Sbarro is food, Italian food - pizza, pasta, hot and cold entrees, desserts, salads and beverages. Food made from time-honored family recipes.
The rebranding goal is to create an authentic Italian dining experience, that is Sbarro’s.
Sbarro has to have a presence in the market by advertisements and promotions.
For Sbarro to be the pre-eminent fastcasual restaurant in the world.
A fresh, new logo is needed to update the brand. The Italian flag idea of the old logo must be used in the new logo.
The Sbarro name meets all seven criteria for a good name. As a restaurant with employees that meet the public, Sbarro is also about service, customer service. The Sbarro company and brand is linked to its Italian heritage, as seen in the use of the Italian flag in the Sbarro logos.
Focus on people, places, products and positioning. Employees are most important assets. Over 1000 restaurants worldwide. Family oriented brand. Franchise opportunities Use of local produce for food production. Old world values.
The Sbarro name is well known and established in the industry, since 1956.
2.2 Design Research
Trusted brand.
The name will be kept as part of the new logo and brand. The colors of the Italian flag will be part of the rebranding campaign. Linking Sbarro to its Italian heritage is key. The brand has to be modernized and shall make use of todays technology, in media and food production. The demographic for Sbarro will be people with disposable income, 15 years and older, especially family groups. To be sustainable the rebranding must target the younger generation.
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The S.W.O.T. Mood Board is a combination of images based on the company and competitive research to give a direction of the rebranding of the Sbarro restaurants. All images used represent the Strengths, Weaknesses, Opportunities and Threats of the Sbarro brand and company. The S.W.O.T. Mood Board is based on the swot analysis and relates the brand vision and mission. The brand is the psychological and emotional response to the ideals and vision represented in the marketing campaign of a company’s product or service by its target audience. Thus, Sbarro has to appeal to its target audience on all levels. The S.W.O.T. Mood Board begins this dialogue, and ideas are formulated for the rebranding process to begin.
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S.W.O.T. Moodboard
2.2 Design Research
Mood Board #1 theme is ‘Italy to America’. This mood board’s theme and narrative relates to place, the Sbarro family’s journey from Naples, Italy to Brooklyn, New York. The Sbarro family embraced an opportunity and quickly started a business and eventually created an empire, the Sbarro restaurants. The images used are landmarks in both Italy and America, also reiterating that idea is the use of the flag buttons. This mood board represents a part of the Sbarro brand’s history. The colors of the mood board are green, white and red of the Italian flag; and red, white and blue of the American flag.
Mood Board #2 theme is ‘Italian and Casual’. This mood board’s theme and narrative relates to people. The Sbarro rebranding campaign moves the Sbarro restaurants out of the quick-serve industry to the fast-casual industry. This will attract consumers to dine-in at the restaurants. The consumer will be enticed to consider eating out at a Sbarro restaurant. This mood board’s colors are green, white and red of the Italian flag; and yellow. The images are of the Italian food and people eating in groups, reiterating the ‘casual’ theme of the board. The link to the Sbarro brand Italian heritage is key to the rebranding campaign.
2.3 Mood Board
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Mood board’s #3 theme is Modern and Fresh. This mood board theme and narrative relates to food. Colors in this mood board are pistachio (Green), White, Maize (Yellow), Crimson (Red), Burnt Umber (Brown), Salmon (Pink), Forest Green and Black. These colors are made up manily of modern colors, which reiterates the theme of the board. The Sbarro menu and its link to Italian cooking is part of this mood board and part of the rebranding campaign. The narrative of this mood board refers to the brand that is Sbarro. The fresh and modern theme of the board is to target the health, environmentally conscious and the younger target audience. The Sbarro Campaign uses images and themes from all three mood boards shown. The rebranding of Sbarro is mainly from the third mood board, with its theme of Modern and Fresh. The colors used in the rebranding campaign also comes from the third mood board. This theme serves as the attraction for the larger and sustainable target audience (the younger generation) to boost the Sbarro brand and company. All three mood boards represents a piece of the Sbarro history, so that a main theme of the Italian heritage of the brand is in each mood board. The importance of its heritag is to entice and attract those who already know about Sbarro and help sustain an emotional link between consumers and Sbarro.
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2.3 Mood Board
SKETCHES A fresh, new Sbarro logo is needed to replace the outdated existing logo. The mood boards and S.W.O.T. analysis have given a direction for a new logo.
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2
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3
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4
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2.4 Logo Development
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10
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FINALS
2
1
The early final layouts of the new logo were reflective of the idea of the existing logo, with the colors of the Italian flag (green, white and red) very prominent as the logomark of the brand. The fonts used also mirrors the existing Sbarro logo, with the first letter in upper case and the others in lower case. The Italian flag of the existing logo transfered itself in the early designs (2 &3) into Italian sails. These layouts still looked dated.
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4
Logo #4 moved away from the idea of a perceived logomark. The font stayed but now was green and the bacground red lines with white spaces. The font was the issue that kept it looking dated. Layout #5 changed the font to all uper case letters, playing around with the green, white and red colors of the Italian flag and heritage of the brand, not quite there yet. Layout #6 starts the final process. with the Italian flag of the existing logo becoming three horizontal bars midway of upper case, modern fonts of the Sbarro name. Layout #7 is the final design placing the bars behind the font and changing its color to a modern gray.
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6 7
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2.4 Logo Development
“First in Food, Authentic Italian”
3.0 Style Guide
3.1 Logo Standards 3.2 Logo Parts 3.3 Logo Clear Space 3.4 Logo Colors 3.5 Logo Usage 3.6 Color Palette 3.7 Textures 3.8 Images 3.9 Typography 3.10 Print Specifications 3.11 Website Specifications
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SBARRO SIMPLY ITALIAN
The new Sbarro logo is a representation of the Sbarro image and brand. In the rebranding of Sbarro a new, modern logo was needed. One that would attract a new, younger target audience. The colored logo shown at left is the primary variation. There are no other colored variations to this design.
Black and white, and grayscale will be the only alternative variations of the logo. All logos must always be placed over a white background. They shall not be redrawn or altered. The tagline will accompany the logo in larger scale uses. When the logo is to be used in a diminished, scaled capacity, the tagline will be eliminated. The logo shall not be reproduced less than 1� in size (width)
Old Logo
SBARRO
SBARRO
Black and White
Grayscale
3.1 Logo Standards
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Signature Logotype
SBARRO
Logomark
SIMPLY ITALIAN Tagline
The new Sbarro logo is made up of two parts; the name (logotype) and the colored bars (logomark). The Sbarro signature includes the logo along with the tagline. The Sbarro name is created with the gray, upper case, san-serif ‘Abeatbykai’ font. The logomark is three bars (green, white and red) representative of the Italian flag of the old Sbarro logos. Thus, the new logo retains the Italian heritage and ideals of the old logo. The tagline uses a green script font, Argonaut, that reflects Italian old world charm.
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3.2 Logo Parts
.12X
X
4.4X
.12X
SBARRO SIMPLY ITALIAN
.35X
3.7X
.40X .20X .40X .35X .35X
.5X
The new Sbarro logo shall be proportionate. The green bar sits below and slightly beyond the middle stem of the Sbarro ‘B’. The red bar sits below the stem of the Sbarro ‘A’. The space in between the green and red bars shall create the white bar. The outer edges of the tagline sit equal distance from the centers of the Sbarro ‘S’ and ‘O’.
Clear Space - ‘X’
SBARRO SIMPLY ITALIAN
3.3 Logo Clear Space
A minimum clear space is required around the logo in every application of its use. The logo must retain its hierarchy and legibility by use of the clearspace outlined. The minimum clear space around the logo shall be ‘X’ all around from any other text or feature boxes on the layout.
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R14 G143 B51 - PMS 354 C
C100 M12 Y100 K3 - #Oe8f33 R255 G255 B255 - PMS 0
C0 M0 Y0 K0 - #ffffff
The new logo makes use of four colors; green, white, red and gray. The green, white and red are representative colors of the Italian flag. The tagline makes use of the same green as that in the logo. No other colors shall be used in the production of the new Sbarro logo, as specified here and in the logo usage section.
R255 G0 B0 - PMS 1785 C
C0 M96 Y90 K0 - #ff0000 R109 G110 B112 - PMS 423 C
SBARRO SIMPLY ITALIAN
C0 M0 Y0 K70 - #6d6e70
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3.4 Logo Colors
ACCEPTABLE
This is the only allowable usage of the new Sbarro Logo and Tagline. There shall be no color variations, except as stated previously. There shall be no other color but white for the background color of the logo and tagline. The tagline shall be located exactly the same distance from the logo as its main text height, as shown above.
SBARRO SIMPLY ITALIAN
3.5 Logo Usage
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UNACCEPTABLE
SBARRO SIMPLY ITALIAN
Do not change color of Logo or tagline
SBARRO SIMPLY ITALIAN
Do not use on any colored background, only white
SBARRO
SBARRO
SIMPLY ITALIAN
VERY ITALIAN
Do not crop Logo or tagline
O R R SBA
SBARRO
IAN ITAL
LY SIMP Do not rotate Logo or tagline
SBARRO
SIMPLY ITALIAN Do not change logo or tagline fonts SIMPLY ITALIAN
SBARRO
Do not change position of Logo or tagline
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Do not change tagline
SIMPLY ITALIAN
Do not add effects to Logo or tagline
SBARRO SIMPLY ITALIAN
Do not distort Logo or tagline
Do not outline Logo or tagline
SBARRO
SBARRO
Do not remove tagline from logo (unless as specified previously)
SIMPLY ITALIAN Do not resize Logo or tagline
3.5 Logo Usage
Red
#ff0000 PMS 1785 C
n
Mai
imso
#fee ze PM f88 S6 01C
Cr b82 a #e6 1555 C PMS
The colors shown have been chosen to represent the new, modern Sbarro. These colors are to be used in the reproduction of any Sbarro brand items and shall follow the strict guidelines shown in this color palette. These colors represent the new Sbarro brand and any other colors used would not be a true representation of brand or company.
Gray
#6d6e70 PMS 423 C
Italian Flag Colors
P
#a ista PM d6d ch S 91 io 74 93 C
3.6 Color Palette
n ee8f33 r G
4C
e 5 #O S 3 PM
Pasta Colors
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The Italian culture and heritage is firmly rooted in its history of design; art, architecture, fashion and engineering. This rich culture transcends generations to be alive today, in this generation and in future generations. Art in all its Italian glory is reknown all over the world. The tile above left depicts the artful design that is Italy as it is used as part of the architectural feature of spaces. Below at left is the rustic charm of old paint on a florentine emblem. A true representation of old world Italy. Fabric design for Italian high fashion is seen in the two top right hand images. The cobble stone design, at bottom right, is infamous for the old street paving in Italy, and even on some of the older roofs. The Italian culture and heritage is firmly rooted in the rebranding of Sbarro.
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3.7 Textures
etito
pp Bon A
All images reiterate the theme and voice of the Sbarro rebranding campaign, Fresh and Modern. The images also reinforces the move from the quick-serve restaurant industry to the fast-casual industry, and builds on the Italian heritage and culture of the brand as the Sbarro family fulfills their dream in America.
3.8 Images
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The Sbarro Typography has been created to speak with one voice for the brand that is Sbarro. All documents that are created on behalf of the Sbarro brand shall use the font styles shown here. There shall be no mixing of font styles in documents unless stated that it is allowed to so do. All program specific fonts shall be used in a consistant manner to continually create one brand voice. This will ensure that there is no misunderstanding, misdirection, wrong interpretation and confusion on the part of the public to the Sbarro company and brand. Color of text shall be determined by designer and use.
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The Logo shall use the font - ‘abeatbyKai’. This a san-serif font and all letters shall be upper case.
abeatbyKai
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 The Tagline shal use the font - ‘Argonaut’. This is a script font with mainly lower case letters. The beginning letters shall be upper case.
Argonaut
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Headings and sub-headings shall use the font - ‘Times’. Font substitution shall be ‘Times New Roman’, ‘Cambria’ or ‘Minion Pro’.
Times
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 The Body Copy shall use the font - ‘Arial’. Font substitutions shall be ‘Calibri’ or ‘Gill Sans’.
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
3.9 Typography
margins typical
The print specifications shall be a strict guide for producing print assets (newpapers, magazines, posters and billboards) for the Sbarro brand. Margin: 2.5p0 Header and Footer: 1p0 Logo must be placed at top left or right and 5p0 from header, along with tagline. The logo must be one third the width of the header. Sub-Heading shall be 14pt an 10pt and be placed within a 5p0 space above the footer. Body Copy must be 20pt and placed appropiately for full effect away from images. Images must be place inside 10p0 from header and 5p0 from footer.
margins typical
3.10 Print Specifications
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SITE MAP HOMEPAGE
MENU
LOCATIONS
PIZZA
ABOUT US
HISTORY
MAPS
APPETIZERS
JOBS
ENTREES
CONTACT US
FRANCHISING
MANAGEMENT FORMS
DOMESTIC
The Site Map is the layout of the Sbarro website, showing the navigation to sub pages on the website. This site map shows all pages and links, properly laid out for functionality and ease of use.
FOREIGN
COMMUNITY
DESSERTS SALADS BEVERAGES
The web layout is 1200px wide by 800px high Header and Footer: 30px high. Main image: 640px wide by 400px high Secondary images: 300px wide by 200px high Other images 200px wide by 120px high Navigational Text: Times, 24pt, all caps Main Image Header text: Arial, 18 pt, all caps Main Image Footer Text: Arial, bold, 24pt, all caps Body Copy: Arial, 10pt All images must be RGB colors at 72dpi.
These specifications shall be used as a guide in the design of other web pages for the Sbarro website.
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3.11 Website Specifications
“Dine-In, Carry-Out, Eat!”
4.0 Final Designs
4.1 Digital Media 4.2 Print Media 4.3 Store Assets 4.4 Jingle 4.5 Social media 4.6 Mobile Applications
p.37 p.39 p.41 p.43 p.44 p.45
The design and implementation of a Sbarro website for computer, tablet and mobile will create a portal for Sbarro target audience to access, in mass. They will access all information relating to the Sbarro menu, locations, contact information, history, job and franchise opportunities at their leisure and comfort. The website will also be a link to the social media campaign of the Sbarro brand, with connection to blogs and consumer comments. The website will also include the brand’s logo and tagline, creating an emotional bond with the target audience.
4.1 Digital Media
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4.1 Digital Media
4.2 Print Media
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Print ads will be posters, newspaper ads, magazine ads and billboards. The posters and magazine ads will be enhanced by being interactive; the public will be enticed to touch an icon to hear short clips of the Sbarro jingle(s). Print ads will convey the Sbarro brand message; logo, tagline, body copy, product information and call to action.
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4.2 Print Media
Store Assets will be implemented to enhance the Sbarro brand. They are the redesign of store materials; such as pizza boxes, menus, bags and napkins. These items, when used for carryout, will be important, free advertisements for the Sbarro company and will attract and inform other consumers to the Sbarro restaurants. Sbarro vehicles with the Sbarro name on its sides will also be another medium to advertise.
4.3 Store Assets
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SBARRO SIMPLY ITALI AN
O SBARR SIMP
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4.3 Store Assets
AL LY IT
IAN
Sbarro’s Jingle There is something special That Mama used to make Quality, consistency An authentic Italian taste Come eat at Sbarro Dine in or carry out Come for a new experience Bring your family, let them shout Come to Sbarro today Lyrics by: John S. Gaskin Music: iTunes - West Precinct Recorded: Garage Band
4.4 Jingle
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To be viable and sustainable in the future, Sbarro’s rebranding has to entice the younger target audience. Targeting the young means being where they are at, and that is using social media. The younger generation do not make phone calls, they text and connect through social media (Facebook and Twitter) with friends and in some cases work.
Social media can be used to send email ads to people who have linked to the company’s page. Blogs about the company and brand can be placed on the social media site along with the logo and jingle for people to experience and connect to.
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4.5 Social Media
Mobile Applications, or Apps as they are more commonly called, are other ways to reach the younger target audience. This segment of the market use their mobile devices and tablets extensively for all events. Mobile apps can be used to entertain, enlighten and endear the consumer to the brand and restaurants.
Location Apps will help consumers find a Sbarro restaurant nearby. The App will use the GPS in consumers phones for them to see their location in respect to the restaurant’s location.
4.6 Mobile Applications
Menu Apps will access images and videos of the different dishes offered at the Sbarro restaurants. Access to recipes will also be obtained through this App by consumers.
Social Apps will be the connection to social media sites that Sbarro is linked to. Consumers can access Sbarro media sites like Facebook and Twitter to access company information and blogs.
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4.6 Mobile Applications
“Over 1000 Sbarro Restaurants Worldwide�
5.0 References
5.1 References
p.49
(2002). Top Market Share Pizza Chain Restaurants Survey 2002. Retrieved on August 9, 2012 from http://www.franchisehelp.com/franchise-research/Pizza-Franchise-Industry-Research-Report-2002.pdf (2004). Sbarro Inc. History. International Directory of Company Histories. Vol. 24. St. James Press. Retrieved on August 9, 2012 from http://www.fundinguniverse.com/company-histories/sbarro-inc-history/ Bartkus, B., Glassman, M., McAfee, R. (2000). Mission Statements: Are they smoke and mirrors? Business Horizons, vol. 43, issue 6, p23. Retrieved on August 9, 2012 from http://www.oocities.org/ busa2100/missionstatementsprocon01.htm Beckwith, H. (1997). Selling the Invisible: A filed guide to modern marketing. New York, New York: Warner Books. Felton, G. (2006). Advertising Concept and Copy. New York, New York: W. W. Norton and Company. Frumkin, P. (2012). Turnaround Time at Sbarro. Quick service brand gets forward-looking plan under new CEO Greco. Restaurant News. Retrieved on Aug 9, 2012 from http://nrn.com/article/turnaroundtime-sbarro Gobe, M. (2009). Emotional Branding: The new paradigm for connecting brands to people. New York, New York, USA. Allworth Press. Kelso, A. (2012). Restaurant industry’s 2012 trends shaped by demographics, nutrition. Retrieved on July 17, 2012 from http://www.pizzamarketplace.com/article/189200/Restaurant-industry-s-2012-trendsshaped-by-demographics-nutrition
5.1 References
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Kotler, P. (2003). Marketing Insights from A to Z. 80 concepts every manager needs to know. Hoboken, New Jersey: John Wiley & Sons Inc. Mayer, D. (2010). What font should I use? Five principles for choosing and using typefaces. Retrieved December 10, 2011 from http://www.smashingmagazine.com/2010/12/14/what-font-should-i-use-fiveprinciples-for-choosing-and-using-typefaces/ Ogilvy, D. (1983), Ogilvy on Advertising, Toronto, Canada: John Wiley and Sons. Pizza Industry report 2011 – Trends. Trends within the pizza industry. Retrieved on July 17, 2012 from http://www.franchisedirect.com/foodfranchises/pizzafranchises/pizzaindustryreport2011trends3/80/295 Saffer, D. (2010). Designing For Interaction. Creating innovative applications and devices. Berkeley, Ca.: New Riders Press. 2e Salmon, S., Hook, C., Burton, D., O’Shea, J., Sauer, B., (2009). 15 Companies That Might Not Survive 2009. Retrieved on July 14,2012 from http://seekingalpha.com/article/119133-15-companies-that-mightnot-survive-2009 Stark, E. (1986). Small-Stock Outlook: Sbarro. Retrieved on Sept. 10, 2012 from http://web.ebscohost. com/ehost/detail?vid=4&hid=13&sid=94a97b97-6f83-440f-ba5e-647c6e2d4138%40sessionmgr12&bdat a=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=9503012878 Towers, W. (2010). How to use brand features and benefits. Retrieved on August 6, 2012 from http:// www.omnificdesign.com.au/melbourne-branding-strategy/how-to-use-brand-features-and-benefits
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Wheeler, A. (2009). Brand Identity: An essential guide for the whole branding team. Hoboken, New Jersey, USA. John Wiley & Sons Inc. 3e Williams, J. (2005). The Basics of Branding: Learn what this critical business term means and what you can do to establish one for your company. Retrieved on July 14, 2012 from http://www.entrepreneur. com/article/77408# Witt, G. (1999). What to say after you’ve got their attention: Creative effective messages. Retrieved on September 4, 2012 from http://www.marketingpsychology.com/article9.htm
Images: Logos, Sbarro pizza, website. (digital images). Retrieved from www.sbarro.com Logos, website, ads. (Digital images). Retrieved from www.pizzahut.com Logos, website, ads. (Digital Images). Retrieved from www.dominos.com Logo, website, ads. (Digital images). Retrieved from www.papajohns.com Logo, website, ads. (Digital Images). Retrieved from www.littlecaesars.com Kiselev, A. (Photographer). Close Up of Fork with Spagetti. (Digital Image) Retrieved from www.123rf. com. Maksymilian. (Photographer). Spagetti on white background. (Digital image). Retrieved from www.123rf.com. bld059972-Multiethnic friends cooking pizza. (Digital image). Retrieved from www.fotosearch.com.
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Images continued: Kurhan. (Photographer). Family dinner. (Digital image). Retrieved from www.123rf.com. Smiling teenage girls. (Digital image). Retrieved fro www.fotosearch.com. William Shatner and Leonard Nimoy eating. (Digital image). Retrieved from www. http://beenlookingforthemagic.tumblr.com Tower of Pisa. (Digital image). Retrieved from www.yesitalian.net. Mussimo, B. (Photographer). Naples Pizza-6810. (Digital image). Retrieved from www.travel. nationalgeographic.com. Pargeter, K. (Photographer). Silhouette of huge crowd. (Digital image). Retrieved fom www.123rf.com. Sbarro Store. (Digital image). Retrieved from www.beverlycenter.com 01030010-Italian Piazza. (Illustration). Retrieved from www.fotosearch Chabraszewsky, J. (Photographer). Pasta with tomato sauce and parmesian. (Digital image). Retrieved from www.123rf.com. Dibartolo, F. (Photographer). Delicious Italian pasta with linguian sauce. (Digital image). Retrieved from www.123rf.com. Dibartolo, F. (Photographer). Delicious vegetarian dish of pasta with olives. (Digital image). Retrieved from 123rf.com. Ryzhkov, B. (Photographer). Pasta penne with bolognese sauce. (Digital image). Retrieved fromwww.123rf.com.
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Images continued: Dibartolo, F. (Photographer). Food Collage. (Digital image). Retrieved from www.123rf.com. Venetian Plaster. (Digital image). Retrieved from www.artesanocontracting.com Picsfive. (Photographer). 360_8co_tomato. (Digital image). Retrieved from www.123rf.com. Leelaphaunk, N. (Photographer). Beautiful Asian Woman Eating Spagetti. (Digitl image). Retrieved from www.123rf.com. Colosseum. (Digital image). Retrieved from www.yesitalian.com Leonardo da Vinci. (Painter). Mona Lisa. (Painting). Retrieved from www.news.jeebboo.com American Landmarks 7. (Photograph). Retrieved from www.fodors.com. (Ratuts, R. Photographer). Happy family enjoying meal. (Photograph). Retrieved from www.123rf.com. Acurs, Y. (Photographer). African American businessman using laptop. (Digital image). Retrieved from www.123rf.com. Nejron. (Photographer). Blond lady sitting on a stair. (Digital image). Retrieved from www.123rf. com. Popov, A. (Photographer). Portrait of pizza delivery boy. (Digital image). Retrieved from www.123rf.com. Carpedi, A. (Photographer). Hand of woman with smartphone. (Digital image). Retrieved from www.123rf.com.
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SBARRO SIMPLY ITALIAN
A New Look - A New Taste
SBARRO “....’fluidity of forms’; simple, geometric, natural forms”
Designer’s Note This has been a very interesting journey for me in this MDMFA program at FullSail University. I came in with an Architectural background where thinking is horizontal and vertical. The lines are always straight, even if they are angled. There may be the occassional curve. In architecture even when thinking outside the box, you are thinking about the box. A friend encouraged me to do graphics. “It is an extention of your architecture,“ he said. I had designed a few websites. I had designed a couple of logos. I did not think of myself as a graphic designer. In the first month at FullSail University we were asked about our graphic design hero. “I am in architecture”, I thought to myself, “I do not know any graphic designers.” While researching graphic designers, I looked at the person who has influenced me in architecture, Lugwig Meis van der Rohe. Meis (as he is known) apart from designing buildings, has also designed logos, chairs and art. Meis was interested in the ‘fluidity of forms’; simple, geometric, natural forms. Meis was a ‘designer’, my graphic design hero. Ahhh, so his influence continues, motivation.
John Sebastian Gaskin
I had eaten at a Sbarro restaurant in Curacao not too long ago and Sbarro became my focus and campaign. It helped to have a connection to the company to be rebranded. The connection would become part of the understanding of the company’s products and services. This Sbarro campaign has been one of strategic planning and thinking, getting to the creative. This book is a culmination of every process from research to design, to create a rebranding campaign for the Sbarro restaurants.
SBARRO SIMPLY ITALIAN
© - 2013