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A Bertuccis

A Bertuccis

Bertuccis:

Tony Sacco travels around the country, fulfilling his lifelong dream to own and operate one of the last bastions of old-school Italian food, Bertuccis in Phoenix, Arizona. Along the way he discovers that authentic Italian food is difficult to find. This restaurant isn’t the only one to close, but Tony is determined to reopen it in a city that will finally embrace the Italian-American cuisine that he loves.

Food

Well-known brands need to be reinvented in an authentic way. Although Bertucci’s is a strong name, it resonates with Millennials as a restaurant from their childhood—the place that let them play with pizza dough during dinner. Millennials didn’t feel like there was a spot for them at the traditional Bertucci’s table. In order to get the attention of this new demographic, we needed to give them their own table. We decided that a new restaurant with a new name—but with the same values as Bertucci’s—would freshen up the brand and give it a younger appeal. The name needed to be catchy, and speak to a unique dining experience with fresh, oven-cooked food.

Bertucci's is an American chain of restaurants offering pizza and Italian food. It also offers delivery (from some stores), take-out and private dining. Bertucci's was founded by Joey Crugnale in Davis Square, Somerville, Massachusetts, in 1981. The company expanded rapidly during the 1990s. Bertucci's locations are primarily found in the Northeast, but range as far south as Virginia. N.E. Restaurant Co. Inc. bought out Bertucci's in 1998, adopting the Bertucci's Co. name in 2001. (Source: en.wikipedia.org)

Italian

Major restaurant chains are racing to engage this influential generation, and Bertucci’s wanted to join the race. The laid-back Italian restaurant chain, although well-known, was struggling to reach a younger demographic that saw it as a familial restaurant they associated with childhood, and not a place to gather with friends. Bertucci’s approached Continuum to help them cook up a solution to their “Millennial problem,” without completely straying from their brand identity.

Bertucci's is an American chain of restaurants offering pizza and Italian food. It also offers delivery (from some stores), take-out and private dining. Bertucci's was founded by Joey Crugnale in Davis Square, Somerville, Massachusetts, in 1981. The company expanded rapidly during the 1990s. Bertucci's locations are primarily found in the Northeast, but range as far south as Virginia. N.E. Restaurant Co. Inc. bought out Bertucci's in 1998, adopting the Bertucci's Co. name in 2001. (Source: en.wikipedia.org)

 

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