Uno Chicago, Old Chicago Pizza select new branding firm

Sept. 5, 2013

Uno Chicago Grill and Old Chicago Pizza & Tap Room are two of the latest restaurant brands that have selected Push, a branding agency based in Orlando, Fla.

The agency's roster also now includes Sonny's Real Pit Bar-B-Q, Italio and Modern Italian Kitchen. Push features a team of brand professionals who take a holistic approach to grow businesses, according to a press release.

"We've been able to attract a lot of great national restaurant clients because we understand their business on a deeper level," said John Ludwig, partner and CEO of Push. "We look beyond the brand book and delve into our clients' operations, human resources, space design and more, before we get into marketing and how we can improve their brand. You need the DNA before you can drive strategy and ideas."

The agency creates "brand dials" that strategically outline the restaurant customers' motivations and desires. For example, the Sonny's Real Pit Bar-B-Q brand is known by its customers as being "rooted" and "genuine," which led to Push's recommendation of the new "local pitmasters since 1968" tagline and the introduction of a local pitmaster in each restaurant location.

Push features a proprietary Brand Convergence Model, which "puts the consumer at the center of all brand activities and ensures the integration of marketing disciplines." The focus is on a brand's two audiences — internal, through leadership and staff, and external, through new and existing customers.

"We want to make sure that the internal audience knows and understands the brand so well that the external audience connects with them immediately," said Michael Alberici, account supervisor at Push

Brands that use Push are undergoing rebranding efforts with an objective of appealing to a wider customer base. They are overhauling marketing strategies, operations, menu offerings and restaurant designs.

Push's existing portfolio also includes brands such as Papa Gino's, D'Angelo, Tijuana Flats, Hurricane Grill and Wings, Earl of Sandwich and The Melting Pot.

Read more about branding initiatives.

Topics: Marketing / Branding / Promotion , Operations Management

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