Franchise Update Magazine Issue II, 2015 | Page 21

ANATOMY OF A BRAND

suspect a change in their favorite meals
they kept coming back for.
Pollo Campero’s design and layout
weren’t broken, but our classic templates
were beginning to feel dated. How could
we give homage to our heritage, while still
moving the brand into the 21st century?
Our goal was to recreate the restaurant
experience without sacrificing elements
that already worked well. Instead of focusing on any single aspect, we stepped back
and viewed the restaurant as a whole to
reengineer a total experience that would
put our proud history on full view while
ushering in an exciting era of great times
at the table.
Perhaps no other point is more important: do not focus on design elements
independently, but examine the restaurant
as a whole and ensure the parts communicate the brand essence. In our case, we
wanted to demonstrate that Campero is
always vibrantly authentic, providing a
unique Latin chicken that will delight our
friends and family.
Redesigning and rebranding
Our older curbside facade was defined
by white stucco, yellow awnings, and a
bright red wall that framed Pollito, our
longtime mascot, whose wings spread a
wide welcome directly over our name.
The new design is modern and angular
with a fresh color palette in deep brown,
energized green, and warm orange tones.
A wood portal and green architectural fin
guide guests to the entrance, and awnings
have been redone in green to add energy
to a more upbeat tan exterior. Pollito still
welcomes guests throughout the restaurant, and our restaurant name and logo
have been remixed with a contemporary

caps font in a youthful script.
Inside, the redesign projects a genuine
Latin vibe. Coordinated colors mimic the
outdoor theme with wood flourishes that
add a homey feel. Carefully branded images
tell our story as customers weave through
the line, and smooth designs make efficient
use of space and avoid physical and visual
clutter. Some displays have gone digital for
easier updates to current specials, promotions, and offers.

To make the most of dining room
space and improve wait time, the kitchen
was economized with smarter layouts that
added 200 square feet to the dining area.
More ergonomic layouts boosted productivity and deployment at prep stations,
which also improved side item consistency.
Upgraded lighting and a green tiled wall
make the kitchen glow, giving waiting diners a glimpse of our freshness and quality.
The dining room is sectioned into various seating zones for more privacy, and a
flexible layout makes table arrangement
easier for large groups. Pendant lighting,
new upholstery, and flat-screen televisions
modernize the entire space.
Our customers now experience a vibrant
yet authentic restaurant concept that is

true to its roots and heritage—while also
being a true 21st century brand. It is no
surprise to us that our current guests love
our design, while we also attract a new,
younger audience looking for a Latin flavor
adventure. It is the best of both worlds.
Action plan
Restaurants in two of our prime markets,
Guatemala and El Salvador, implemented
the rebranding and redesign in February
2014. Updates and renovations in the U.S.
soon followed in the Washington, D.C.,
metro area and Texas, and four newly
built locations opened in 2014 with the
new design. Three more restaurants are
scheduled to completely remodel in 2015,
and 11 plan to renew branding to show
off the updated designs.
Our new global brand platform is also
coming to life beyond our restaurants. We
are in the process of updating our website
to reflect the brand’s bold attitude, as well
as close to launching a mobile application
pilot test to make online ordering more
convenient for our customers.
Whatever the impetus is for a redesign,
there are always serious risks involved. Pollo
Campero invested significant resources
at every level into our updated look and
feel, but we’re proud to report that longtime supporters are still choosing us and
new followers are flocking in to see what
makes us one of a kind. We have revitalized our brand and have set a new course
for accelerated growth! n
Tim Pulido is president and CEO of Pollo
Campero International, the world’s largest
Latin chicken chain. Visit www.campero.com,
or follow the company on Facebook or Twitter
@CamperoUSA.

Franchiseupdate I S S U E I I , 2015 

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