Case Study: The Carolina Inn and Crossroads Chapel Hill

Background

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.

Primary Objectives

Rebrand the inn and restaurant to appeal to both a younger and to a larger regional audience.

BBG’s Insight

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.

“As one of the more unique and historic hotels in the U.S., we had a lot riding on the repositioning of The Carolina Inn and the restaurant. The team at Burkhead Brand Group produced the outcome we were hoping for and within a very demanding time frame and budget. I would highly recommend these professionals to anyone looking to refresh and strengthen their brand.”

~ James Moss

Director of Sales and Marketing, Carolina Inn & Crossroads Chapel Hill Restaurant

Results

Changing the name of the restaurant to Crossroads Chapel Hill set the table (so to speak) to shift perceptions. Today, Crossroads Chapel Hill is considered a dining destination competitive with other restaurants in the region.

Carolina Inn and Crossroads Restaurant ads.

The messaging for the Inn was redesigned to reach a younger audience and Carolina Inn is now perceived as a place of character, not age. Both Inn and restaurant are experiencing significant increases in revenue.