B&G Tasty Foods

What does it take to revive a classic?

The new ownership at B&G Tasty Foods wanted to resurrect the local icon. It was time to signal change to the public, but it had to be the right kind of change.

A potential pitfall was the location itself. The restaurant just expanded into another bay of the building which was problematic because significant brand equity was wrapped up in nostalgia. We knew that feeling a customer gets when they sit at the counter and get a milkshake and a burger, that 1950’s feeling, that’s gold. Our task was to double-down on that old-timey feel while still expressing a renewed effort.

Rebranding is not always a dramatic change, but it is about identifying the right type of change.