Marking only the fourth time the chain, which has 120 outlets in Hong Kong, has updated its image in its 35-year history, new furnishings include black leather seats, silver chrome and Italian marble fittings. The decor gives Café de Coral's locations a more upmarket restaurant feel; the cash tills are in the style of hotel check-in desks and have been lowered to make them appear more approachable.
Café de Coral's Club 100 loyalty programme offers consumers the opportunity to gain points through stored value Octopus cards. Customers can register their Octopus cards and enter personal details at restaurant outlets or online, and then earn a $10 voucher for every 100 points accumulated which can then be redeemed for various rewards. The programme is predominantly aimed at increasing business within the younger group of consumers, with 100,000 people expected to join up in the first phase, which will come to an end on April 30.
A TV-led branding campaign handled by BatesAsia, featuring the 'achieving excellence' brand promise has rolled out, with a new thematic TVC airing on Chinese-language channels. Entitled 'A beautiful day', the 45-second spot shows happy Hong Kongers enjoying life in the city on a beautiful, sunny day. Local celebrities DJ Sammy Leung and singer Alex Fong star in the commercial.
"Café de Coral's progressive spirit coincides with the optimistic, cheerful and energetic attitudes Hong Kong people have about life, conjuring up the image of 'A beautiful day', which we are here to promote," said Anita Lo, group general manager of Café de Coral Fast Food. "The message is that no matter how a day appears -- sunny, cloudy or rainy -- you can always experience 'A beautiful day' at Café de Coral." Print ads, POS materials and PR initiatives handled by Beyond Communications will support the TVC, running throughout the year.
Café de Coral's initiative follows moves made last year by fast food rival KFC to regain consumer confidence weakened as a result of Sars and the threat of avian influenza. KFC's rebrand as 'KFC so real' saw outlets revamped, with separate zones for different dining requirements to create a more welcoming ambience.
