Boston Market's Image Upgrade

Fast Casual magazine has an interesting article about the transformation going on at Boston Market.
"(Success) starts with a brand promise of saving time, and our chef-driven food is a bridge to that promise," said Trey Hall, Boston Market’s chief brand officer.

While the menu stays the same, the tableware and employee uniforms are changing. Hall said Boston Market also is working with distributors to select new plates and cups. “We thought there was a bit of a disconnect between the quality of our food and what it was served on.”

As for the new uniform, employees wear brightly colored T-shirts, white caps and blue jeans. "The new digs help workers revert to a fun and exciting place," Hall said.
The Lake Mary, FL store recently had the facelift completed on the building. Actually, it was my 10 & 12 year-olds that noticed it first.

"Dad, look! Boston Market is trying to copy Chipotle."

Hmmm. I wonder if that's the message Hall was trying to send? Of course, our family loves Chipotle, so we don't mind the similarities at all.

Share on Google Plus

About Eric Wilbanks

Brand strategist. Wordsmith. Change architect. Training specialist. DiSC Certified. Family guy (hot wife and 4 cool kids). Love my Bible, guitars, baseball, and MMA.


Post a Comment