{"id":42023,"date":"2023-10-20T15:18:10","date_gmt":"2023-10-20T15:18:10","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/posh-nosh-fasta-pasta-strays-from-new-image-with-food-court-launch-startupsmart\/"},"modified":"2023-10-20T15:18:10","modified_gmt":"2023-10-20T15:18:10","slug":"posh-nosh-fasta-pasta-strays-from-new-image-with-food-court-launch-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/posh-nosh-fasta-pasta-strays-from-new-image-with-food-court-launch-startupsmart\/","title":{"rendered":"Posh nosh? Fasta Pasta strays from new image with food court launch – StartupSmart"},"content":{"rendered":"
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A marketing expert says rebranded businesses should be wary of reverting to their old image, after South Australia-based pasta franchise Fasta Pasta opened its first food court restaurant despite a recent corporate makeover<\/a>.<\/p>\n

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Fasta Pasta, founded by a group of Italian restaurateurs in 1984, is a national restaurant chain offering fresh, affordable pasta dishes. For this reason, it is particularly popular among families.<\/p>\n

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But earlier this year the company underwent a significant rebrand, including a new logo, in a bid to gain a more corporate image.<\/p>\n

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However, the company has now opened its first food court restaurant, located in Adelaide\u2019s Rundle Place shopping centre.<\/p>\n

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While Fasta Pasta chief executive Frank Taddeo has admitted a food court restaurant \u201cwas not on our agenda\u201d, he said an opportunity came up \u201cand we decided to give it a try\u201d.<\/p>\n

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But it could be the first of many, with Taddeo highlighting the restaurant\u2019s success.<\/p>\n

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\u201cIt has done so well, I wish we had many more of them. We weren\u2019t sure how customers would react\u2026 [But] sales have been well above budgeted figures,\u201d Taddeo said in a statement.<\/p>\n

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\u201cThe success of our Rundle Place store will change the way Fasta Pasta is perceived and open up tremendous growth opportunities for the future.\u201d<\/p>\n

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Jo Macdermott, founder of Next Marketing, told StartupSmart<\/i> it\u2019s not uncommon for rebranded businesses to revert to their former image.<\/p>\n

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\u201cThere is a saying \u2018Old habits die hard\u2019,\u201d Macdermott says.<\/p>\n

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\u201cI did some work just before with a franchise chain here and they\u2019re a French caf\u00e9, and they got a very attractive offer to go into a Brisbane shopping centre\u2026 They\u2019ve had free rent for years.\u201d<\/p>\n

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Macdermott says while some offers are simply too good to refuse, there can be repercussions for your brand.<\/p>\n

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\u201cIt does put a strain on the brand, especially if you\u2019re going to move from A to B,\u201d she says.<\/p>\n

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\u201cDo I think it\u2019s a good strategy? If it\u2019s a once-off. If [Fasta Pasta] were to open 10 stores in the next 10 weeks in food courts, then I think they\u2019re off strategy and it\u2019s going to cause confusion.<\/p>\n

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\u201cPotentially once-off is okay but it\u2019s better to stick to your strategy as closely as you can.\u201d<\/p>\n

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If you are going to stray from your original strategy, it\u2019s important to justify the move to your customers and your staff, says Macdermott.<\/p>\n

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\u201cI think now more than ever you need to have, especially for staff as well, a reason why you are going things and where you are going,\u201d she says.<\/p>\n

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Macdermott also points out external factors such as lease agreements can often override rebranding strategies.<\/p>\n

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\u201cSometimes you get a lease well before\u2026 you worked on your business strategy,\u201d she says.<\/p>\n","protected":false},"excerpt":{"rendered":"

A marketing expert says rebranded businesses should be wary of reverting to their old image, after South Australia-based pasta franchise<\/p>\n","protected":false},"author":2,"featured_media":60567,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/42023"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=42023"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/42023\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/60567"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=42023"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=42023"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=42023"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}