The Challenge
Rebranding and business model of Gambrinus Gastro-Cervecerías
2015, pilot restaurant, Vitoria (Spain)
In 2015 the restaurant group BEER & FOOD (part of HEINEKEN Spain) decided to undertake a process of total renewal of Gambrinus brand, to update it and change its business model to franchise. Objectives: to reach a younger and more sophisticated public, and to provide the brand with higher gastronomic and environmental quality.
Previously, a plan to partially renew the network had been carried out of +100 stores in Spain. At that time the image concept was not changed, waiting for a more favorable market situation.
How We Did It
THE INNOVA ROOM carried out the design management, integration with the business, space allocation study, analysis of opportunities for expansion and management of all restaurant openings.
A) Concept
We led the process of updating the interior design and supervised the implementation of the pilot premises. The interior design concept was integrated with the new brand identity. Also, the gastronomic proposal was updated by the prestigious chef Jesús Almagro, making it more local and personalized.
B) Prototype implementation
Gambrinus Gastro-Cervecería prototype restaurant was managed from the analysis phase to the opening. In the post-opening, several adjustments of the concept were managed, according to the result of the market test.
C) Franchise Design Book
Once the market test and the ulterior adjustments to the concept were made, we created the Design Book for the expansion with a franchise business model. This document includes all technical and aesthetic characteristics a franchised restaurant should meet. It also includes the definition of furniture, equipment and decoration of the brand.
D) Expansion and analysis of opportunities
During the entire period of creation and initial expansion, we made all the feasibility analysis of properties for the implementation of the brand. To do this, we implemented our innovative agile methodology developed by THE INNOVA ROOM, with which the client can obtain a very accurate investment evaluation in less than 24 hours.
Image source: corporate website of Beer & Food
