GBK and FigTree|Prophet serve up a new brand strategy.

Gourmet Burger Kitchen (GBK), with assistance from FigTree|Prophet marketing consultancy, will be fully implementing a rebrand early 2014. 

This visual redefinition, distancing the company from its founding New Zealand theme, will embrace a vibrant new look. The current white and brown, washed out circular etched graphic design, will be replaced by simple bold and black text, sandwiched between two horizontal lines.

GBK, established in 2001, has indicated that its rebrand is a product of adapting to increasing rival competition. Katie McDermott, marketing director of GBK, says: ‘‘The first of our kind, we have grown rapidly over the last 12 years, increasing the number of our restaurants more than tenfold within a decade. But, as the market becomes more competitive, we can’t rest on our laurels and need to always be looking at ways to up our game - we knew it was time to take a step back, take stock, and define a clear path for our future.’’

GBK has also launched an app to reward and retain loyal customers.

McDermott adds, “All of these new elements are a reflection of an 18-month drive to develop and improve our food, customer experience and employee culture.’’