Chicago-based Aurelio's Pizza has engaged Soos & Associates Inc. to create new interior and exterior corporate design and branding standards as part of the chain's growth plans.

Soos' architectural consulting services will include identifying the physical, functional and visual components for Aurelio's restaurants to enhance customer brand experience. The effort will take place at Aurelio's 43 franchise locations in six states, as well as at all future locations.

In 2010, the chain launched an initiative to grow its footprint nationwide. As part of that plan, Aurelio's has developed new franchisee communications tools, updated its website, tested online ordering, hired a marketing agency for uniform messaging, and started installing a new POS system.

According to the company, establishing brand consistency through its restaurant interiors and exteriors is the next logical step to enhancing the customer dining experience with a familiar environment regardless of location.

"Generations of customers love the experience of eating at Aurelio's Pizza," said Kirk Mauriello, director of franchising, Aurelio's. "As a brand we are 53-years-old, but our collective expertise as a chain extends well beyond that. We are surveying those elements that express our brand, create the love and work well from store to store for consistent implementation. With this project, we are harnessing the power of our collective experience in creating customer delight to fuel brand loyalty and ultimately growth."

Read more about branding initiatives.

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