What does it take to rebrand a restaurant?

Credits: KIZA

Part of the restaurant scene in the UAE, KIZA announced its rebranding after 10 years.

KIZA had positioned itself to be the place for an “authentic and enjoyable” African experience. The restaurant looked at taking guests through a multi-sensory journey of sight, sound, and taste.

This year, KIZA decided to reimagine and relaunch the brand. 

The revamp of the restaurant consisted of an overhaul of the restaurant, including the management, the people, the brand, the menu, the space and the “vibe”.  The restaurant decided that the revamp was “necessary to align the customers experience with the brands vision and promise.”

Credits: KIZA

The reimagined KIZA aims to be more than just a restaurant. It now aims to represent a “Pan-African celebration that radiates cultural vibrancy and diversity on a global stage.”

KIZA reimagines its on the diverse African culture through a reimagined branding, a new menu and interior renovation.  The rebrand takes place from redesign of the location to the menu which enables KIZA to tie in the gastronomy and visual experiences together with the storytelling theme.

From the moment guests step foot through the doors, they are transported to a realm where Africa’s rich heritage intertwines seamlessly with contemporary flair.

The newly curated menu pays homage to the authentic flavors of the continent, showcasing culinary dishes  inspired by African recipes and traditions. 

KIZA’s general manager, Ian Alexander, explains what went behind the scenes of the rebrand.

What inspired the rebrand of the restaurant?

KIZA is one of the most iconic African brands in the world and for over a decade, it has projected African sights, sounds and taste in the Middle-East. As the world evolves, the context for Africa as a brand is changing and requires authentic representation.

We decided to refresh the KIZA brand to reflect this evolution and present the African culture in its most authentic and Pan-African context to a global audience of explorers and adventurers.

What factors were considered in the decision to rebrand?

With a project this size, there are the usual considerations to be made. Cost and time are at the top of the list. Because of our unique offering, we have visitors all year round and refitting this new brand had to be done without disrupting the customer experience. So we decided to do this from start to finish in 28 days during the Ramadan period.

In addition, we had to re-evaluate every link in our value chain to ensure that the change is applied across the experience and not just the brand and the space. This include the people, the food , the drinks and the entertainment.

Most of all evaluating our customer feedback to ensure that the experience being delivered is perceived as intended by the vision that inspired the change.

How will the new rebranding align with the current trends and preferences?

At the core of the reimagined brand are values like sustainability, and community. This comes from a clear recognition that cultural experiences are best shared with others and needs to be done in such a way that it minimizes the impact on the environment and supports the community it serves.

Are there any future plans that build upon the restaurant’s rebrand?

Yes, there are. Creating an experience that is proven at the core, gives us the ability to scale our operations and reach our consumers in other markets.

Is there anything more to come as a part of this rebrand?

Yes. The final phase of the rebrand are our unique experiences which promise to authentic, enjoyable and educational.

Who the people were in specific behind the rebrand?

We were able to do this because we have a dedicated and passionate management team and the vision of Joe Osawaye the Founder.