Rebranding Journey: Embrace Change and Modernize Your Restaurant

March 24, 2023
Barbara Castiglia

The outbreak of COVID-19 had a significant impact on the food service industry. Many restaurants were forced to shut down, and workers lost their source of income. However, many restaurants are reopening and quickly adapting to survive the changes after the pandemic. Restaurant managers have entered a rebranding journey to optimize the customer experience and maximize profit.

What methods can help restaurants get back on their feet, improve customer satisfaction, draw in new diners, and still generate profit?

On today’s episode of The Main Course, host Barbara Castiglia speaks with Edithann Ramey, former CMO of On The Border Restaurants, about how they are on a rebranding journey post-Covid and what the experience has been.

Barbara, Castiglia, and Ramey also discussed:

● The process of rebranding On The Border and why it was necessary

● How the company incorporated feedback into its new system

● The reaction of clients to the changes and the future of the brand

“The brand embraced technology by developing a new website, app, and reservation system to optimize the customer experience. The menu was standardized, with an emphasis on serving delicious and flavorful Mexican meals. On The Border Restaurant also incorporated feedback from customers into its decision-making process. The staff was involved in the innovation process. The management ensured they were properly educated on the meals and new technology. Despite the challenges, the brand remains optimistic about the future of the restaurant business and is committed to serving its customers delicious and flavorful Mexican meals in a fun and lively environment,” explained Edithann Ramey.

Edithann Ramey is the former Chief Marketing Officer (CMO) of On The Border Mexican Grill & Cantina. She received her BA in communication and political science at the University of Michigan and a Master’s degree in Corporate Communications at Boston University. She has been with On the Border Mexican Grill since 2019.

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