The new Great American Cookies and Marble Slab Creamery experience was crafted with storytelling and a heightened sense of food theater in mind. Parent company, Global Franchise Group (GFG), partnered with brand consultancy and creative agency Sterling-Rice Group (SRG) to conceptualize the vision. GFG and Sterling-Rice Group previously worked together to introduce a full rebranding for Round Table Pizza in 2019 centered on the theme of “Pizza Royalty.”
“History is full of famous duos who are better together, but there aren't many successful co-branded concepts in the restaurant space,” says Liz Seelye, managing director of Brand Innovation at SRG. “Thanks to insights gleaned with guests and franchisees, we rediscovered what makes each brand unique. Then we strengthened the bond between them to create a more effective operations platform, a more compelling offering, and an even more powerful brand promise.”
The “Unlimited Mix-Ins” Marble Slab Creamery is known for has been reimagined to “Free Mix-Ins” and the customization Great American Cookies is known for now extends to all cakes and cookies. Store signage and new products encourage Instagram moments for social media engagement.
This integrated branding also includes new logos, packaging and a modernized ethos to retain and attract Great American Cookies and Marble Slab Creamery fans and employees. “The new design crafts an integrated, contemporary experience so both brands maintain relevance together and separately,” says Jen Jones, managing partner of Design at SRG.
GFG has 108 co-branded locations across the country, with an additional 38 franchisees set to add-on a concept to an existing store and 33 additional stores set to open as part of development agreements. The first redesigned store is operated by longtime franchisees Lane and Ryan Griffith and Glen Lax.