Gold Star Debuts New Brand Positioning

By: Gold Star Chili | 0 Shares 221 Reads

Brand Encourages People to Shed Old Labels and Offers a Fresh Take On Traditional Chili Parlor

February 22, 2022 // Franchising.com // Gold Star, a family owned and operated quick-service restaurant franchise, has a new look and feel for the first time in five years. Best known for its secret family Cincinnati chili recipe, the brand is expanding its message to encourage consumers to rethink the traditional chili parlor, especially Gold Star, and what it offers – providing everyone the opportunity to find their favorite dish. The brand evolution includes updates to the brand name and logo, advertising and marketing assets, and tone and message the brand expresses.

The Gold Star brand evolution began when the company recognized the recent buzz around the popularity of their burgers. Gold Star partnered with Cleveland-based advertising agency Marcus Thomas to create the strategic brand campaign. With the tagline, “follow your own recipe,” consumers are welcome to try more than just chili. This diversification is not just to benefit customers, but also franchisees. A more diverse menu reaches a wider audience and aids in bringing more customers through the door.

“Cincinnati chili is a tried-and-true tradition for so many families. Yet, we recognize not every diner is ready to make the chili choice,” said Gold Star President and CEO Roger David. “That was the reason we began evolving our menu a few years ago. The restaurant my family started 57 years ago served burgers, sandwiches, and other delicious meals to guests. Bringing back these recipes provides a great opportunity for our franchisees to continue serving customer favorites, just in a different way.”

Gold Star has even dropped “Chili” from their name as means to drive home the point that they are more than just their Cincinnati chili.

“The menu evolution, and now the brand evolution allows us to expand our offerings while staying true to our roots,” said Jessica George, Vice President of Marketing at Gold Star. She led the creative and research teams with Gold Star’s executive leadership team to ensure that brand strategy and messaging aligned with menu, operations and restaurant design/build updates that have taken place over the last five years for the brand.

Gold Star believes the new identity will empower their current and future franchisees to feel confidence in the brand, products, and service promise.

SOURCE Gold Star

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