Already successful in Australia and the Middle East, BFC Retail Group was expanding
to the US. Their chain, called the Crêpe Cafe, is a new fast casual dining concept that hopes to make eating out a little less boring and more wholesome. It’s for people who enjoy discovering new flavors and are seeking a fresh, healthier alternative to the usual fare. The signature dish is the crêpe, an international favorite that is enjoying a renewed popularity. And although there is some familiarity with sweet crêpes for breakfast in the US, BFC Retail Group understood that they needed to rebrand their QSR chain to appeal to American palates.
Through comprehensive qualitative and quantitative research of competitors, the fast casual restaurant industry, and target consumers, Acropolis embarked on the creative task of strategically positioning and rebuilding the Crêpe Cafe as a
new brand.
Our research revealed they needed a name to accomplish many things that are critical to success. It had to be fun, whimsical, easy to remember. It had to provide a clear, clever link to the core product. It had to invite trial and provide a good counterpoint to the traditional feel of European crêpes.
Our creative process ultimately delivered a clear winner. Flying Pan Café & Crêpes. “Flying” implies quick movement and travel. “Pan” conjures images of fresh, made-to-order food. And Flying Pan provides the opportunity to encompass any and
all additional menu options as well as anytime dining occasions beyond the crêpe and its usual associations.
We’ve designed the Flying Pan brand and positioned it to appeal to a broad range of consumers. We hope to entice those who enjoy dining out but crave something out of the ordinary. Our vision is to provide a delicious escape from the average mundane food routine with a healthful, tastier offering that is inspired by flavors from all over the world. We are currently executing the vision of this new brand across all mediums in advance of its 2011 North American launch.
