ROLE:
HARTMAN'S RESTAURANT
RE-BRAND
Re-positioning the way people experience Caribbean dining through a fresh new makeover.
BRAND STRATEGIST & DESIGNER
OBJECTIVE:
HARTMAN'S RESTAURANT
An authentic Caribbean Restaurant, that serves delicious Caribean dishes and doubles as a cultural hub where people could meet and greet with other members of the community. Hartman’s has actively connected to the people and participates in different communal events around its district. In our Brand assessment of this establishment, we concluded that their food is delicious and exclusive to their vicinity. The customer service and intimate feel of the restaurant are what keeps their customers coming back. Their love for the community earns them the given right to be labeled as the number one Caribbean Restaurant in Wilkes Barre. As a result, its branding should convey its rank and experience. We believe that with a properly executed branding strategy we will increase profits, expand their social footing in the community and open up this location for many opportunities and even branch franchising.
After a Brief discovery process, we indicated 3 key performance indicators that stood out the most, defined the brand and kept customers coming back.
THE CULTURE
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TROPICAL CARIBBEAN
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JAMAICAN
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GUYANESE
THE EXPERIENCE
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EXCLUSIVE
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AUTHENTIC
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INTIMATE
TASTE OF THE CARIBBEAN
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DELICIOUS
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FLAVOR
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RARE
Hartman's most important KPI is the EXPERIENCE. Our focus is on the way customers feel every time they come in contact with the brand. Everything else that follows is the bonus characteristic of that experience.
Our strategy starts with the experience as the focal point.
CONCLUSION
After a deep brand discovery, Hartman's expanded its menu, opened up their delivery system and served larger plates to increase profits. Hartman's continues to be one of the best Caribbean experiences in their loctaion.
