Overview:

Sal's New Classic Pizzeria, a beloved local pizza shop in upstate New York since 1977, was in need of a new recipe.

Under the new ownership of longtime pizzeria veteran Bobby Angiletta, Sal's needed to refresh the shop’s look to attract new customers while retaining its classic charm. They needed the dough — sales had been trending down for years until the shop’s aging founder decided to retire.

Bobby turned to Woodshed Creative to modernize the outdated menu he inherited from the aging founder, and to enhance the shop’s overall brand presence. Our team provided comprehensive rebranding and design solutions to elevate their dining experience.

Challenge:

The challenge of transforming Sal's Pizzeria's dated menu and branding into a modern and attractive presentation that would appeal to a broader audience was a grate one.

The goal was to retain the essence of the pizzeria while making it visually appealing and accessible to current and potential customers. Additionally, updating the interior and exterior signage was crucial for creating a cohesive and inviting atmosphere.

Solutions:

We rolled up our sleeves, put on our aprons, and got to work with a series of strategy sessions to understand Bobby's vision and the pizzeria's unique selling points.

Based on these insights, we undertook a comprehensive rebranding process, redesigning and printing their menu, as well as creating new signage for both the interior and exterior. Our solutions included:

• Strategy Sessions: In-depth discussions to define the brand's direction and menu design goals.

• Rebranding: Development of a fresh, modern brand identity that maintained the pizzeria's classic charm.

• Menu Redesign: Creation of an appealing and user-friendly menu, showcasing Sal's delicious offerings.

• Menu Printing: Print production for the newly-redesigned menus.

• POP Signage: Design & production of new oversized menu boards installed inside the pizzeria, enhancing the customer experience.

• Exterior Signage: Design & printing of eye-catching A-frame sidewalk signs attracting foot traffic and increasing visibility from passing traffic.

Execution:

The rebranding and redesign process was executed with a focus on preserving the nostalgic feel of Sal's while introducing contemporary design elements.

The new menu featured a clean and organized layout, appetizing visuals, and easy-to-read descriptions.

The interior menu signage was designed to be both functional and visually appealing, seamlessly integrating with the pizzeria's classic décor. A series of three oversized, changeable menu boards streamline the ordering process to keep wait time short.

Exterior A-frame signs were crafted to stand out on the street, drawing attention to daily specials and promotions.

Considered together, each piece led to a baked-in brand experience for customers, subtly announcing a new direction for the decades-old slice shop.

Impact:

The rebranding and updated menu was a recipe for success. These elements significantly improved the customer experience at Sal's New Classic Pizzeria.

The modern and attractive menu has made it easier for customers to explore their options, while the new signage has enhanced the overall ambiance of the pizzeria. The A-frame signs have effectively increased foot traffic, bringing in new customers and boosting sales.

Bobby's vision for a revitalized pizzeria has come to life, making Sal's a go-to spot for delicious pizza in the community. It’s safe to say the restaurant’s success is no longer a toss-up.