In a series of moves for The Palm Restaurant Group, Bruce Bozzi, Jr., Executive Vice President and fourth-generation owner, and John Bettin, President and CEO, have announced that The Palm is rolling out a robust brand refresh that includes an updated look for the company’s overall visual identity, tableware, uniforms, and signage, as well as a vibrant new ad campaign and enhanced website. The Palm has also introduced new and revised dishes to its beloved menu.
Supported by more than 120 modified guest touch points, the refreshed brand platform was initially introduced in fall 2010 at The Palm’s Washington, D.C. locations. Since then, twenty of the twenty-eight restaurants, including most recently, the New York City establishments, have adopted the new brand elements. The rollout will continue at additional Palm locations throughout 2011.
“We really wanted to retain all of The Palm’s signature elements – from the caricatures on our walls to the signature dishes on our menu – but also take a deep look at our brand from all angles to identify ways we could enhance The Palm experience for guests,” said Bozzi. “With our 85th anniversary taking place this year, the time was right to reintroduce The Palm to the world and establish a connection with the next generation of Palm patrons.”
The Palm menu, the most notable aspect of the brand refresh, underwent a comprehensive reevaluation at the hands of Executive Chef Tony Tammero and Vice President of Culinary Operations Brian McCardle. Guests will notice new presentations of old favorites, like their Jumbo Shrimp Cocktail and Hand Cut French Fries; new options, such as antipasti complete with authentic Italian meats and cheeses, home-made gelato in three flavors, and warm, sugared donuts; and comeback items including their 14- and 18-ounce New York strip steak. The updated menu has taken on a new physical incarnation as well. The previous paper form has been replaced by a hand-printed menu encased in brown leather, accompanied by a leaflet highlighting unique facts about each respective location.
Additionally, the brand refresh includes a refurbished logo that proudly incorporates The Palm’s establishment year to remind guests of the rich history that is fundamental to the restaurant’s success. Revitalized tableware featuring new dishware emblazoned with the new Palm logo and an impressive, eye-catching wine decanter are just a few elements that enhance the dining experience. New wait staff uniforms, inspired by the original suits worn by waiters at The Palm’s flagship restaurant in New York City, round out the components of the brand refresh. Servers don tan jackets embroidered with their first names and years of service while server assistants wear white shirts with black aprons.
A revamped website incorporates all new food and lifestyle images, and also serves as the first public display of the brand refresh, including new colors and logos.
The Palm’s brand strategy, identity, design, and messaging were developed in collaboration with Korn Design of Boston and New York City, a nationally recognized brand strategy and design firm, and Libretto, a leading provider of strategic messaging and writing services based in Boston.