The HoneyBaked brand has a long legacy providing the centerpiece of our customers’ holiday celebrations over the past 62 years. Although our legendary history spans decades, we know how to move with the times. That’s why we’re introducing a new, updated look for the modern HoneyBaked. We’ve modernized, using our new brand identity, with the goal of revitalizing all of our retail stores.
Why Modernization
Before we updated our retail stores, the HoneyBaked brand underwent a revamping of its own. In 2018 we rolled out a refreshed brand identity featuring a new logo and color palette (including burgundy and warm orange) and an announcement of our plans to remodel our 450 stores across the country. These updates, while aesthetically pleasing, are designed to enhance each customer’s HoneyBaked experience.
“After 62 great years, it was time for HoneyBaked to modernize itself to appeal to today’s
consumers,” said Jo Ann Herold, Chief Marketing Officer at The Honey Baked Ham Company.
“This modernization started with an updated brand identity, manifesting itself across our
website, advertising creative, merchandising, packaging, uniforms and now, our retail stores.”
We’re reaching today’s tech-savvy consumers by incorporating digital technologies into store operations. Customers will be able to order online and pick up in-store during HoneyBaked’s peak holiday seasons. The layout of the stores will accommodate this new ordering model by having a separate area for picking up orders placed online.
New Brand Identity
Since 1957, The Honey Baked Ham Company has been serving up the World’s Best Ham and that is never going to change. But, after 62 years of success, it was decided that our overall branding could use some freshening up. Along with the new color palette and logo, we are incorporating our new brand identity into new signage, fresh employee uniforms and other in-store details.
“Because consumers have responded really well to our new brand identity, we believe the
implementation of this new retail store design could have significant impact on our business,” Herold says.
Retail Revitalization
Part of our overall brand modernization will change the looks of our retail locations. The new design includes both exterior and interior remodels. Depending on the store, entrance doors will be relocated in addition to repainting the building. Other exterior changes include new awnings in the burgundy and warm orange palette, updated signage, upgraded lighting and inviting landscaping.
Interior design changes are inspired by the handcrafted feel and inviting environment that consumers associate with neighborhood delis and butcher shops. Our stores will feature wood tones and subway tile along with our newest signage. The layout of the store is also changing to enhance customer experience by bolstering our merchandising area and the ability to increase or decrease customer seating based on demand and amount of customer traffic.
Be sure to check out our coverage on chainstoreage.com and in QSR Magazine!
Do you want to be a part of the new HoneyBaked? Start your HoneyBaked franchise journey by reaching out for more information about the HoneyBaked franchise opportunity.
