Grand Opening, using the some of the same photography found in the menu to reduce cost.
To improve the Italian Oven brand, all marketing communications were built upon the Oven icon as a symbol of the brand’s core strength. Research had shown that consumers highly correlate great food taste with hot food temperature and the consistent, integrated and effective positioning strategy around the Oven icon was well received. The chain’s menu won an international award for merchandising power by the National Restaurant Association, profitably increased its average check and sales and dramatically drove down the cost of marketing since all of the menu artwork elements could be and were used in other marketing efforts such as table tents, direct mail marketing and more.
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