Marking its position a the head of the competitive quick service food industry, Southern Fried Chicken (SFC) is rolling out a new, modern brand image across its franchise network. SFC is implementing its new image on all its restaurants in eastern Europe, Malta and India. UK franchise owners currently in development will also run with the new image and all existing national franchise owners have the option to make the change.

The new brand image was trialled at one of SFC's key performing sites in Bournemouth. The trial proved a success with an increase in sales by 30 per cent in the first week, has maintained constant growth and is now achieving over 100 per cent uplift in sales compared to figures prior to the rebrand.

To aid its rebrand SFC hired Atlantic Creative Solutions, a company that specialises in working with businesses in the food and retail sectors, helping them to re-engineer the brand's positioning in their market and the way they communicate. Atlantic Creative Solutions carried out a complete brand review of SFC and it resulted in the creation of a new image of a premium, credible and sophisticated brand.

Published: 1 February 2010

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