Juicy Lucy, one of South Africa’s oldest food franchises, is keeping up with the times. It has a new logo and a fresh new brand image and has revitalised its menu and re-designed its outlets to meet growing consumer demand for healthier and more environmentally friendly lifestyles.
“Consumers are becoming more conscious of their choices and more educated and discerning. While quick meals remain the order of the day in a fast paced world, there’s a definite move away from greasy, processed foods towards wholesome, nutritional meals. The new look Juicy Lucy’s are a natural response to that,” said Craig MacKenzie, Director of management company, Java Brands, which owns the Juicy Lucy franchise.
Juicy Lucy’s first new look outlets opened in November 2009 - one at the new Galleria Mall along the KwaZulu-Natal South Coast and one at Groblersdal. The make-over will be rolled out to stores across the country during 2010.
He said the Juicy Lucy make over was engineered by a new brand team, which includes Promise Brand Specialists as its brand custodians and advertising agency.
Juicy Lucy has been a market leader when it comes to offering nourishing, convenience meals for decades. The franchise began serving tasty take-aways and nutritious sit down meals during the seventies and continually revitalised its menus to suit a wide range of tastes and healthy appetites.
Newcomers to the healthy convenience food market have - up until now - concentrated on a sophisticated, younger market. Juicy Lucy will also appeal to trendy and fun loving singles, but extend its offering to include families. “The tone of our brand is personable, not pretentious and warm, rather than cold or distant,” explained MacKenzie.
The new menu, launched for the busy December period, will reflect the new Juicy Lucy branding. Innovation will come through via exciting new healthy options but will be balanced with existing favourites such as Juicy Lucy’s cheezas. The three ‘pillars’ of the menu are smoothies and juices; sandwiches; and burgers and freshly brewed Java Heights Speciality Coffee. Consumers can also expect delicious breakfasts; crisp salads; and hearty soups.
“Our food is flavourful and naturally good and juices are preservative free. Juicy Lucy is about all things fresh - fresh ingredients; freshly prepared meals; a fresh, new look; using fresh new colours and textures; and a fresh approach to living,” said MacKenzie.
When it came to revamping the stores, Liani Luyt of Limestone Design Studio, began by making them more user friendly; open; and inviting. The service counter was moved to the front, making it more approachable and easier for take away customers. A more welcoming environment was created using comfortable furnishings such as bench seating.
She was briefed to combine garden fresh salads; veggies; and wholesome meals with a down-to-earth look and feel in-store. That meant earthy tones and textures; natural materials; and fresh colours, including what will soon become Juicy Lucy’s signature green.
MacKenzie said there was a natural fit between the refreshed Juicy Lucy brand and consumers’ growing environmental consciousness. “Our brand stands for a lifestyle that is healthy in every way - in terms of the food we eat, time spent with family and friends and the world in which we live. We’re about finding a balance between enjoying ourselves and caring for our bodies and our environment.”
As a result, Juicy Lucy opted for non-toxic and hygienic finishes such as stainless steel that could be cleaned without using strong chemicals. Gas, rather than electricity, will be used for cooking.
According to Luyt, most of the materials used can be recycled - including the polypropylene seats chairs. Stainless steel is 100% recyclable. The same goes for the clay and glass tiles used. Bamboo table tops are eco-friendly and, together with cork wall and floor coverings, are harvested from sustainable resources. The special green stain that has been created especially for Juicy Lucy also uses completely natural dyes that will not harm the environment.