PAPOULI’S GREEK GRILL
Branding | Menu | Digital
project background
Papouli’s Greek Grill offers authentic Pan-Mediterranean cuisine in a fast-casual setting at all five locations in San Antonio and Austin. Coming from a long line of family restauranteurs, Owner Nick Anthony approached Robot with his initial restaurant concept needing help with naming and a logo that would bring to life his vision.
naming and logo
In initial meetings, Anthony expressed the importance of communicating the concept of “family” with the name of the restaurant and the entire brand moving forward. Several naming brainstorms produced long lists of various Greek words, ingredients, regional landmarks and objects, but what resonated the strongest was “Papouli’s”, from the Greek word for “grandfather”.
The logo design followed a similar thought process, with a variety of exploratory sketches and concepts. Among a stack of family photos, a particular photo of Anthony’s grandfather really stood out and became the central focus of the mark. Avoiding the traditional blue and white color palette used by almost every other Greek restaurant, Robot chose to reference colors of Mediterranean food. The olive green and rich red is common throughout many Greek dishes.
Menuboard Design
With fast-casual restaurants on the rise and a shift toward easier, “build-a-meal” menu offerings, Papouli’s reached out to Robot to develop a menuboard design. The new design needed to reflect a fresher, healthier overall look and feel in order to align with Papouli’s health-driven offerings. Robot strategically placed menu items and edited descriptions based on consumer behavior research geared toward menuboard design. Photographic guidelines were developed to direct a custom photography shoot that completed the project.
“Working with ROBOT is different from experiences that I’ve had with other firms in the past. The communication style is less rigid, and the flexibility of their process has led to an incredible finished product.”
Owner
Loyalty Program
To build customer loyalty and promote repeat business for Papouli’s, Robot designed and helped implement the Papouli’s Perqs program that rewards loyal customers at various points in the customer lifecycle – from the register to the table to online. Custom designed cards and QR codes reinforce the brand while point of sale signs and table tents help drive registrations for the program. Robot integrated the Perqs program with Papouli’s website, driving traffic for the program’s registration page through calls to action throughout the site.
Website & Social Media
Working with Papouli’s existing website, Robot gave it a refresh that included more cohesive branding, higher visibility to the newly added Perqs program and a flexible spaces on the homepage for current events. Robot also developed social media ads that revolve around their branding staples of family, history and good food.
Event Marketing
Robot helped drive participation and online engagement for Papouli’s local event tied to the national “Walk to End Alzheimer’s”. An alternate “purple out” logo and a unique hashtag were used to create awareness for the event. Social media Infographic posts also provided statistical data to further gain support and visibility.
