Reconnecting with a refresh

Frankie & Benny’s are an iconic Italian-American restaurant chain. But when they approached us, they were 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’. With nostalgia at the heart of the brand, we 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 came together to capture the moments that make memories.

The brand refresh has been rolled out across Frankie & Benny’s restaurants and online channels — winning first place at the Restaurant Marketer & Innovator Awards for the website re-launch. We also brought it to life in a TV ad. And with a brand that puts the feel good in comfort food, customers are enjoying a brighter experience than ever before.



“Frankie & Benny’s have really thought about how they are presenting themselves, who their audience is, and what has changed. The results are very impressive.”

Best New Website – Winner, 2022

“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