Case Study: The Carolina Inn and Crossroads Chapel Hill
The 90-year-old Carolina Inn and its restaurant are located on the campus of the nation’s first public university. With a name (Crossroads at the Carolina Inn) the restaurant was immediately perceived as the “Hotel Restaurant”. This is a negative perception for people looking for a unique dining experience. Changing the name of the restaurant to Crossroads Chapel Hill set the table (so to speak) to shift perceptions. The immediate perception of the restaurant today, is that of a dining destination competitive with other restaurants in the region.
Rebrand the inn and restaurant to appeal to both a younger and to a larger regional audience.
The Inn is not just historic and beautiful, it is a place of character, hosting generations of parents, presidents, sports and literary stars – The in place to stay when visiting Chapel Hill. The restaurant needed refurbishing and a new menu. We decided that adding Chapel Hill to the name and describing its differentiated menu in the logo would change the way it was viewed as a destination.