UPDATE: Old Chicago Pizza & Taproom will go into review
Steve’s breakdown: Earlier this month, we reported “Rebranded: Old Chicago Pizza & Taproom” and we showed you their first TV ad which was conceptless. Now that has been “taken down”, the logo has changed, as has the interiors and menus. Advertising has to be next. So if you didn’t move on this before – do it now because we’re predicting this goes into review.
BROOMFIELD, CO: CraftWorks Restaurants & Breweries Inc., which has headquarters in Broomfield and Chattanooga, Tenn., has plunked down roughly $10 million so far into a “refresh” of its Old Chicago restaurant concept, which got its start in Boulder in 1976.
The effort includes a new logo, redesigned interior, new menu and an increased focus on “handcrafted” offerings — notably craft beer.
The face-lift for the 37-year-old chain comes as the casual-dining segment continues to lumber along in a slow recovery from the recent recession, said Darren Tristano, executive vice president of Technomic Inc., a Chicago-based research and consulting firm in the food service industry.
Old Chicago’s 96 restaurants, which include company-owned and franchised eateries, reeled in $230 million in revenue last year, according to Technomic data.
The restaurant chain’s sales were down slightly from previous years.
Old Chicago is banking on that combination in furthering a potentially aggressive expansion in its future store plans and franchising operations.