Brand name and identification
Prol Grill
The name Prol emerges from the sale of burgers to university students at the campus during lunch time. The name simply means professionals in London. The burgers sold to university students were nicknamed 'meant for professionals' burgers.' From the deep passion for selling burgers during lunchtime for students, the founder members decided to have a joint for working professionals in central London. Prol simply means professionals in London.
Prol Grill is Located in central London Diamond building's ground floor suite number 10. The location of the Grill provides for easy access by our patrons. The restaurant in determined to offer Quality and Professional services to its patrons. The restaurant intends to offer professional workers in central London with lunch time solutions with fast foods that will save them the time spent looking for a good joint to eat. Prol Grill offers both walk in and take away services for patrons. Patrons are served within five minutes of arrival at the restaurant. The restaurant will offer the patrons a range of burgers, fries and other fast foods to save them on the time and money spent for lunch in the city. Prol Gril will be open from 10 am in the morning to 4 p.m. to allow for both early and late lunch.
Logo
The simple design of the logo demonstrates some urban elegance that many professionals would like to have in central London. The purple color is a description of the cheerful environment that Patrons expect to find in Prol Grill premises. The round sign represents a plate with a folk and a spoon used to eat the fries and burgers.
Brand description
Brand tagline
The brand tagline is Get’t Taste, a grill where satisfaction meets quality.
Snapshot overview
Get’t Taste
The brand is based on the desire by the patrons to have a taste of Prol Grill delicacies. Prol Grill believes in making patrons crave for more of its food. The restaurant has professional and well-trained chefs who understand the secret behind tasty fries and burgers. At Prol Grill patrons have a chance to experience a variety of tasty burgers and fries prepared in a uniquely. Hygiene and customer health remains a top priority at Prol Grill. That is why the all the steam members endeavor to maintain all the hygiene standards and a clean environment within and outside the restaurant surroundings. The good lighting, color, and air condition within the premises offer the patrons a relaxed environment from which they can enjoy the tasty fries and burgers.
Prol Grill is determined to offer genuine services to the patrons to ensure satisfaction and craving for more of the delicacies. A fresh experience to the patrons is one of the major goals of Prol Grill. The team understands the presence of competition in the industry and wants to ensure a unique experience to the consumers to stay ahead of the competition in the industry. Each guest that walks through the doors of the restaurant is valuable and needs to walk out satisfied and willing to come back for more.
Patrons Get’t Taste when;
They receive a unique experience that keeps them coming back.
They get a genuine experience of tasty burgers and fries that keeps them craving for more.
They get fresh and hygienic fast food from Prol Grill.
Referral statements come second after a warm reception from Prol’s team and a friendly gesture.
The services are spontaneous and personal.
The team goes an extra mile to ensure customer satisfaction.
The warm smile is accompanied by an inviting gesture, ready to share and engage.
They get normal fast food creatively prepared to give a playful and witty experience.
Application of the brand in context
Prol Grill intends to offer its patrons with a unique experience different to the normal services offered in the city. Patrons will be served within the shortest time possible on arrival at the restaurant. Unique packaging materials with stylish designs and easy to carry will be used to serve patrons coming to purchase take-away fries and burgers. According to Butkevičienė, Stravinskienė and Rūtelionienė (2015), this will allow them to eat from their places of work if they do not have time to stay at the restaurant. The company will serve its patrons through a phone allowing the making of calls to place orders for food. Customers that cannot make it to the premises during lunch time will benefit from free delivery services. The delivery services will help increase sales for the restaurant hence increasing the revenue. The convenience that comes with free delivery to the patrons offices will help build a strong relationship with them and increase the business network. Many working professionals are in need of delivery services to their offices but find it difficult to get companies that are reliable and offer affordable prices. Many of the companies that deliver food to offices usually charge a higher price to the working professionals some of whom may not be willing to pay the price.
The competitive pricing of the company will help it to give the patrons a unique experience different from the normal experience of many restaurants in the city that usually charge high prices for fries and burgers with additional delivery charges. Patrons will receive loyalty cards for purchasing fries and burgers from Prol Gril with which they can earn loyalty points and redeem them for free lunch later. Customers will receive discounts for referrals of any new patron who buys lunch from Prol. The discount offers will help sell the brand to many patrons among the London working professionals.
A genuine experience about fries and burgers from the restaurant is one of the major goals of the company. The professional chefs and staff in Prol Grill will ensure that the food served meets the hygiene and health standards as required by law. The food to be offered by the restaurant will embrace creativity and style to give the right appeal to the patrons. The premises are fitted with attractive decorations and comfortable seats to allow the patrons enjoy their meal while relaxed. Good lighting is provided to give to ensure the food color is not lost in poor lighting.
In addition to hygiene, fresh, fast food is a major concern for many consumers in the city. Many restaurants do not have enough market scope to sell all the food they prepare in a day. Some may have learnt the art of projection based on daily demand, but the fluctuation in demand makes a lot of food to go unsold. The avoidance of loss makes restaurants sell the remaining food the following day. Cases of food poisoning have been reported from many restaurants in the city due to the selling of fast food that has stayed for some days. Prol Grill will only focus on offering fresh food to its patrons at all time. The art of projection remains central to the company strategy but engaging the patrons to place their orders earlier is the priority approach. Patrons will have a chance to place orders via an email, call or text message for their food to be prepared in advance. Small amounts of food will be kept on the display based on daily projections to ensure no food remains at the end of the day.
Friendly gestures from the service personnel will make the patrons feel appreciated and welcome in the premises. Prol Grill team recognizes that a good relationship with the patrons can earn a company a high number of customers. According to Rosenbaum-Elliott, Percy and Pervan (2015), word of mouth marketing is one of the most effective strategies especially if it is the patrons sharing their unique experience with their friends and counterparts. A friendly gesture to the patrons will increase the number of customer referrals to the restaurant.
Offering spontaneous and personalized services to the patrons remains critical in ensuring that customers are satisfied. Giving patrons a burger or fries that suit their taste and preference is one thing that forms the organizational culture of Prol Grill. The restaurant understands that all the customers cannot be the same and have different needs. Similarly, the preferences of patrons differ from one to the other. As a result, Prol Grill is committed to giving the consumers exactly what they need. Such personalized services result to customer loyalty a move that may result to a brand community.
It is wrong a company to believe that what it offers to the consumers is always the best they can get. The fact that the consumers are purchasing goods or eating in a particular restaurant does not guarantee that the restaurant offers the best food. There are other factors considered when consumers decide where to have their meals. Things such as proximity, ambience, quality, convenience and the type of service they receive. To build a brand community for Prol Grill, there is a need for customer engagement to understand what the consumers think needs to change. Consumers know what they want and what is best because they have an experience of different tastes. Prol Grill will embrace customer engagement strategies through different platforms such as using the customer feedback form to get the views of different patrons on what should be improved. The food may be good; the surrounding may also be good, but the service ends up being poor. The proximity and time taken to serve the patrons may also be an issue of concern for the patrons. Seeking to know the opinions of the patrons remains essential for the company to ensure continued improvement.
Prol Grill understands the role that corporate social responsibility in developing brands and building the reputation of a particular brand. The company intends to engage in all aspects of corporate social responsibility to ensure a strong brand in central London. Ethical aspects, social work, proper employee treatment and protection of the environment will be at the center of the company operations. According to Schau, Muñiz Jr and Arnould (2009), this will help nurture a brand community for Prol Grill in central London.
References
Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.
Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand management. Oxford University Press, USA.
Butkevičienė, V., Stravinskienė, J., & Rūtelionienė, A. (2015). The impact of consumer package communication on consumer decision-making process. Engineering Economics, 56(1).
