The famous chain Olive Garden is spicing up its slogan. “When you’re here, you’re family” has severed the Italian restaurant for about ten years, but owners say it’s time for a change.
New slogan focuses on today’s lifestyle
“We had been more about this traditional family meal – that long, lingering meal, with lots of laughter, lots of joy. It was a very stereotypical Italian family dinner,” said Jay Spenchian, executive vice president of marketing at Olive Garden.
But the chain decided the image no longer reflected today’s hectic lives, according to CBS News.
The new campaign “Go Olive Garden” features ads with modern families, people using smartphones and focuses on good food in a friendly atmosphere.
“It’s important that we continue to innovate to meet the changing needs of our guests, and we believe this new campaign better reflects Olive Garden as a lively Italian gathering place where our guests can enjoy spending time with family and friends,” said Jay Spenchian, executive vice president of marketing for Olive Garden.
Menu changes coming too
Olive Garden will also make changes to its menu, offering several dishes that are “lighter.”
“We’re making it easy for guests looking for lighter choices to find a variety of satisfying, full-flavored entrées under 575 calories,” Spenchian said. “The changes we’re making to our menu over time will significantly expand the food choices we provide to our guests, from more indulgent dishes to lighter entrées.”
Plus, new Porta Vita Signature Wines will be added to the beverage options.
A necessary change
Spenchian says the changes are necessary to keep up with the changing times and attempt to revive struggling sales.
“We’re confident our new campaign will be an effective way to communicate the enhanced value, variety and experience we’re introducing this year, helping us appeal to new guests and giving current guests even more reasons to ‘Go Olive Garden,’” said Spenchian.
