Magazine article Marketing

Whitbread to Overhaul Bella and Rouge Chains

Magazine article Marketing

Whitbread to Overhaul Bella and Rouge Chains

Article excerpt

Whitbread is to rebrand and revamp its poorly performing restaurant chains Cafe Rouge and Bella Pasta as Rouge and Bella respectively, in a bid to stem falling sales.

It has charged Bella Pasta marketing director Katherine Young with overseeing the revamps, which have started with new trial formats opening in key locations.

Young has taken on marketing responsibilities for Cafe Rouge following the departure of marketing director Sandra Parkinson to join marketing training consultancy Inside-Out.

Thirteen Bella Pastas are now branded Bella, and five Cafe Rouges have been renamed Rouge.

Bella's revamp includes an extended menu that focuses on pizza as well as pasta, in a bid to operate on the same platform as rivals Pizza Express and Ask.

The new Rouge format sees the single menu segmented into three, with a separate bar menu, lunch menu and evening menu on trial. A new bar concept will target younger consumers.

The new Bella design was created by design agency Bell Associates, and the Rouge concept by Keane Design. …

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