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Frankie & Benny's

A refresh fit for a return

With lockdown coming to an end, and restaurants getting ready to open their doors to customers again — Frankie & Benny’s approached us to help them refresh their brand. The iconic Italian-American chain was losing customers. Quality perceptions were low and several strategic shifts over the last few years had led to inconsistency and confusion. Our job? Develop a clear new brand positioning and identity that would reconnect with loyal customers, and win new ones.

 

To help resonate with customers, we repositioned Frankie & Benny’s as the home of ‘Real Good Comfort Food’. As nostalgia has always been at the heart of the brand, we’ve brought this to life in fresh way, moving from black and white 50’s nostalgia into an exciting, colourful world. Vibrant photography, modern design and a playful tone of voice come together to capture the moments that make memories. 

 

The brand refresh was rolled out across Frankie & Benny’s restaurants, and their online channels – ready for a full relaunch and reopening in summer 2021. With a brand that puts the feel-good in comfort food, guests can expect a brighter welcome than ever before.

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“We couldn't have chosen a better agency - the process felt so smooth and the end result was a bit of a "Eureka!" moment, when everything fell into place. Frankie & Benny's has returned as a much more confident brand and everyone has felt it.”

Gabrielle Barysaite,
Senior Brand Manager

The Restaurant Group plc.

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