Our Work / Randaddy’s

Rebrand

Client Testimonial

 

Randy Lewis, Director

“I have been based in Lahinch for a few years and I approached Frawley Branding to see if I could grow my restaurant business. After some initial meetings and a period of market and customer research, Frawley Branding provided me with a clear strategy to grow my business. This involved a complete rebrand and a focus on communicating the core message of why my food offering is different. Frawley Branding has helped to implement all of my new marketing collateral and now there is a great buzz around Lahinch about my restaurant. The customers love the new brand story! It has been great to work with Frawley Branding and learn from the professional advice they have provided me with.”

The Background

Randaddy’s restaurant, located on the beach front in Lahinch Co. Clare, is known for giving customers a Real Taste of Adventure. It is owned and operated by Randy Lewis, a native of Canada, who has cooked his way around the world, immersing himself in the culture and culinary customs of each country he has visited.

Brand Objectives

1. Overcome the perception that Randaddy’s is a diner.

2. Re-brand Randaddy’s as a Casual Dining restaurant.

3. Increase sales during the quieter Autumn & Winter months.

4. Attract more tourists and tour buses daily.

The Brief

Our approach for this rebranding project was to utilise appropriate stakeholder & customer research methods and strategically reposition the business within the hospitality market. Once this first phase was complete, we moved to designing a distinctive brand identity and once approved, activated the brand’s new look & feel across customer facing touchpoints. To address key business objectives, we developed a marketing strategy and managed its implementation, achieving all forecasted deadlines.

Research & Insights

Facilitating a brand workshop allowed us to gain an understanding of the business from a stakeholder perspective. Qualitative research methods were used to collect data from Randaddy’s customers and local market. The majority of customer feedback was positive and the following insights were obtained:

1. The main reasons why people choose to eat at Randaddy’s are Food offering, location, and outdoor seating.

2. Randaddy’s differentiator relates to the owner Randy Lewis story of travelling and working as a chef all over the world.

3. Customer’s wanted to see more menu options and table service being introduced.

4. Circa 80% of customers felt the value for money was either excellent or good.

Brand Strategy 

 

Brand Positioning

A Real Taste of Adventure

Randy’s passion for travel and food translates into the recipes he’s created for Randaddy’s. The menu reflects the unique culture and culinary customs of each country he has visited. Research revealed that customer’s view the Randaddy’s food offering as its biggest strength; as it’s different from anything else found in Lahinch. ‘A Real Taste of Adventure’ captures the essence of what makes the brand unique from competing restaurants in the area.

 

Brand Identity Design

 

The maple leaf and white-on-red font is a nod to Randy’s Canadian heritage; the banner sits on a globe which speaks to his love of travel and adventure. Typography used is friendly and welcoming and the cream background resembles the tone of passport paper and travel documentation.

 

Brand Activation

Branding Solutions Delivered

Brand Strategy 

  • Market Research & Analysis
  • Strategic Brand Workshop
  • Brand Positioning
  • Marketing Strategy

 

Brand Design 

  • Brand Identity Design
  • Brand Identity Guidelines
  • Brand Collateral
  • External/Internal Signage
  • Workwear
  • Website Advisory