Restaurant Brands Case Study

Rebranding that delivers an 80% sales increase
How repositioning a brand can drive business and revitalize a company

Mystery was appointed by Ponti’s to help them reposition their brand and create a new proposition. Ponti’s needed to connect with a new set of (higher-paying) customers and transform the brand from the tray-service offering to compete with leading highstreet waiter-service casual-dining restaurant brands.

After receiving the results from the consumer research conducted by Elliott People, the decision was made to keep the name ‘Ponti’s’, as most people’s perception was ‘neutral’. Ponti’s has been family-run since 1963, so Mystery created a ‘new generation’ brand positioning, focusing the proposition on a modern-day twist on 60’s London and the family-run heritage that differentiates Ponti’s from it’s competitors. We named it as ‘Ponti’s Italian Kitchen’ to distinguish it from the existing tray-service sites.

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