Restaurant chain Giraffe relaunches as Giraffe World Kitchen

19/06/2017 - 08:39
Restaurant chain Giraffe has relaunched as Giraffe World Kitchen, with the new brand positioning of ‘Taste a Whole New World’.

Alex Meyer, marketing director of Boparan Restaurant Holdings, which owns Giraffe, said: “Repositioning Girrafe as a world kitchen has given is a clear purpose that resonates with both existing diners and a new audience of young professionals.”

Boparan Restaurant Group has said the rebrand aims to attracts ‘evening diners demanding Instagram worthy moments’.

The rebrand, carried out by branded agency Ragged Edge, has seen the restaurant chain’s 48 sites undergo changes to its signage, menu suite, uniforms and POS.

Giraffe World Kitchen menu items include sweet chilli plantain taco, nachos, thai duck stir fry, and chicken malay curry.

Giraffe was purchased by Boparan Restaurant Holdings from Tesco in 2016.

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