The phone rings and upon answering a sentence and a question: “We just bought a building. Now what?” Vigor sprang into action with the partners who own what would become Ciabatta, a quick serve sandwich shop just outside of Reading, Pennsylvania.
Challenge
Vigor was given a clean slate with this one. The biggest problem faced was time. The owners wanted to be open as soon as possible with a restaurant concept poised for a successful launch and operating strategy.
Solution
Vigor’s team immediately gathered extensive information about the local market. What has worked. What hasn’t worked. This information was distilled into a concise document that outlined three potential concepts. These concepts were presented with pros and cons for each until one was decided upon by the partners.
A delicious sandwich shop with small, personal pizzas and salads won out. With the concept chosen, Vigor named the new venture based on the defining basis for their food: ciabatta bread.
The creative team at Vigor developed a logo, slogan, sandwich recipes and created the entire story about the Ciabatta brand. The brand experience was pushed further by naming each sandwich, salad and pizza with Italian cities that correlated with the recipes.
Beyond the basis brand identity, Vigor also designed the interiors and guided the new ownership on processes as well, making sure the new staff (equipped with fresh chef coats and hats) where ready for opening and new how to make each ciabatta with excellence.
Results
The restaurant opened and the buzz started flying. Everyone wanted to know what this “Ciabatta” place was all about. Within the first year they won Best of the Berks award.
