Noodle Box reveals refreshed brand message

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Inside Franchise Business: Noodle Box is starting a brand refresh with a consumer marketing campaignFranchise chain Noodle Box has taken the first step to a transformation of its brand, emphasising the authentic flavours and tastes dished up on the menu in a new marketing campaign.

Pooja Matharoo, group marketing manager at parent company Asian Restaurant Concepts Group told Inside Franchise Business “We are revisiting our roots. We are still the same brand but evolving with the times. The market is moving towards personalisation and customisation, and fresher ingredients.”

Matharoo said the brand has been a pioneer in customisation because customers can choose their own ingredients for a meal, which is then freshly cooked in the open kitchen.

The new campaign is a matter of retelling this story, she said.

The initial focus on driving new customers, particularly Millennials, to the network of restaurants will be followed up by development in the customer experience. One aim is to get all outlets using menus on digital screens.

Restaurant re-design may be on the cards as well as part of a two to three year plan to transform the brand.

"All we do has to drive engagement with franchisees," said Matharoo. "We want them to be proud ambassadors of the brand."

To boost awareness of the brand refresh, the noodle franchise chain has partnered with Flight Centre for a consumer competition. This will be accompanied by digital and television campaigns that showcase the brand’s core values and messages.

“At Noodle Box we’re passionate about authentic Asian-style cooking tailored to Australian tastes. The restaurant network itself was borne out of taste exploration, of fresh and authentic flavours, and that’s something that drives our menu and brand as a whole,” said Matharoo.

Sarah Stowe

Sarah Stowe heads up the editorial in the Inside Franchise Business group at Octomedia. Sarah is a hands-on editor who has worked in consumer and B2B titles in UK and Australia and she has been editor of the View More...
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