Mellow Mushroom has opted for its first rebrand, complete with a new logo, color scheme, and website ahead of its 50th anniversary. Established in 1974, Mellow Mushroom, a pizzeria boasts 163 locations with its own personality.
Anne Mejia, vice president of brand development, said this is the biggest rebrand in the company’s history. It includes refreshed visuals and new color schemes, a new cohesive website that includes online ordering and payments, a new catering channel, updated employee uniforms, newly designed menus, and in-store signage, as well as an updated Mel O. Mushroom – the brand’s character.
“Increasingly more guests are experiencing Mellow as a branded entity, and not the unique, immersive dine-in experience we’ve been known for over the past 49 years. Thirty percent of our orders now come from online, so that experience has to be great, and it has to be branded.”
Mejia described the rebrand as a true labor of love. She said it has been over a year in the making and they are very excited to officially roll it out across the nation. “We have always been into ‘hey, we’re making great, delicious stone bake pizza in an eclectic and visually stimulating, one-of-a-kind restaurant. What we found is that, from all of our brand touchpoints, many of our guests weren’t really clear on our identity. So, we can now address that.”
Mellow Mushroom integrates art, music, high-quality ingredients, and passionate standards for dining. Now each individual restaurant is uniquely reflective of its local community while holding true to Mellow Mushroom’s core values and brand. Mellow Mushroom has also taken a digital leap. Mejia said customers now demand that they make the online experience as frictionless as possible. “That includes everything from ordering and payments. We were getting a lot of drop-offs before in the shopping experience. We’ve corrected all of that.”
She believes it’s a great solution to build brand awareness because it’s digital. “You can purchase what you need and where depending on where your restaurants are. You can target who you want to target.”
Mellow Mushroom is looking at growing its footprint beyond the current 160-plus units, making it more compact and still delivering the great pizza and vibe the brand is renowned for.
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