Brand evolution: J. Gilbert’s Woodfired Steaks + Seafood

Situation

Though sales remained steady with moderate year-over-year growth, J. Gilbert’s was in desperate need of a brand evolution to maintain future relevance due to its dated ambience, brand identity and overall customer experience. 

Action

Evolved logo and signage, updated interiors, uniforms, menus and presentations, smallwares, music, marketing look-and-feel and all customer touchpoints.

Result

Both overall satisfaction and same-store-sales saw upticks post-evolution, often posting double-digits year over year. Bar menus won the industry’s Menu Innovation Award. Strong sales performance and OSAT led to expansion of the new concept to additional markets.

Before

After