MCL Gets New Name and Logo
MCL, Inc. and their partners at Indianapolis-based advertising agency Foundry launched MCL’s re-branding campaign Monday, July 16. The campaign is designed to further enhance the solid reputation and core customer base of the restaurant chain that has been in operation more than half a century. Sporting a new logo and name change, it appears the brand is well on its way to increasing consumer awareness. Now MCL Restaurant & Bakery, the updated logo displays a new fork and knife design, as well as the new brand promise of “Homemade. Every Day.”
“We encouraged the name change,” Foundry representative Barrett Crites explains, “because our research showed the public was unaware of MCL’s commitment to making their meals in-house every day. We believe the new name will help the public identify MCL as the premier location for purchasing high-quality meals and baked goods made from scratch.”
“It was very important to us that we continue to stay true to our heritage, while still updating our look,” said Casey McGaughey, Director of Business development for MCL, “We wanted to portray a more modern side of MCL and convey that our food has always been made fresh and with the best ingredients. I think our new logo and name accomplish that goal.”
The re-branding campaign includes the launch of a new Web site that went live Monday, July 16. The Web site has a new URL and fresh appearance to match MCL’s newly updated branding. The new Web address, www.mclhomemade.com, continues the theme, “Homemade. Every Day.”
“We’re proud to make our food from scratch,” McGaughey said. “We felt our Web address should reflect that as well.”
Along with the website, radio spots began airing in all MCL markets; exterior signage is in the process of being installed at all units; and the restaurants will have new carryout packaging. More changes are coming. The interior of the restaurants will be updated with a new menu board system, promotional signage and fresh merchandising of the restaurant’s numerous baked goods.
“MCL has a commitment to serving homemade food,” explained McGaughey. “Meaning, we use the freshest ingredients we can find and prepare each dish from scratch in our own kitchens. Our entire organization is very proud of the quality food we offer and we really wanted to make the food the brand hero.”
MCL, Inc. is a privately owned restaurant chain headquartered in Indianapolis. Established in 1950, the company operates 20 namesake restaurants throughout Indiana, Illinois, Ohio and the food service at The Illinois Department of Revenue. It specializes in serving a wide variety of high-quality homemade foods and baked goods. With close ties to Indiana and the Indianapolis community, MCL purchases much of its produce from local growers. Visit MCL on the Web at www.mclhomemade.com or call (317) 257-5425.
Foundry is a full-service marketing and branding firm located in Indianapolis’ historic Fountain Square district. Foundry began serving clients’ unique advertising needs in 2004 and has experienced rapid success, working closely with companies in a wide range of industries, including banking, food service, healthcare, athletics and commercial real estate, among others. Visit Foundry on the web at www.foundryadco.com or call (317) 632-4911.
Source:
MCL, Inc.
