Moving business from food truck to a chain restaurant
Foodies and professionals alike know that London’s street truck scene is booming. But translating that street food success to a brick and mortar set up comes with its own difficulties.
With the change in the target market, Spice Shack quickly needed to raise its profile to make that transition to a sit-down, multi-location business work. To do this we needed to increase brand awareness in a way that differs from the usual word of mouth or cult following associated with street food.
We expanded Spice Shack’s online brand with a new website, enticing new customers with a spotlight on the site’s great food photography, more permanent menu designs and helping to build backlinks for each branch. But we also created a brand with heavy references to the Dhaba ‘roadside’ style that the restaurant draws its influence from, letting customers know that owners may now have a concrete location but they know what they’re talking about when it comes to street eats.