Roadhouse, a brand of the Cremonini Group, chose LIFE as its global partner in 2014, asking it to develop its communication strategies and campaigns. We work closely with the Marketing Department to evolve the chain and launch new ventures in the restaurants.
Aim: to reposition the brand and enhance brand experience by developing new services and initiatives that involve every aspect of the business.
The logo was brought up-to-date with the trademark “R” made crisper and more linear. The fonts and colours were more or less kept as before. The aim of the campaign was to distance the brand from the traditional concept of an American steak house, likening it more to a quality Italian restaurant. The description was changed from grill to restaurant.
The important nationwide cross-media campaign on the TV, radio and Internet focussed on the new and unique features which made Roadhouse "The restaurant that didn't exist before”: quality ingredients, attentive waiter service, a warm welcome, services and specialties.
All the communication materials become tools to engage consumers, using new formats which shifted the focus from the product to greater appreciation of the overall brand experience.
Customer service was enhanced by the restaurant's take away app that was integrated into the website so customers can order multiple menu combinations in four easy steps from the comfort of their own home on the Internet or their mobile.
The technological triangulation offered by the app between the customer's device, the managers of the loyalty programme and the restaurants' payment system allows customers to collect and manage points every time they make a purchase, even online, encouraging loyalty and increasing take away business.