Safer than safe

Being known is an advantage that can allow even mediocre brands to succeed by positioning themselves as the safe choice.

It’s hard to out-safe the safest choice in town. But one way to try is with great brand design.

Rudy's is known, but if that's all they've got going for them you may be able to beat them out with a bit of brand design and strategy and position your restaurant as an even less risky alternative.

A memorable name, a well-designed storefront and web presence, a novel menu and ordering experience, employee uniforms—these are all bread crumbs of a consistent and reliable experience that don't require years of familiarity to build.