After 15 years in business and nearly 90 locations, Salata decided it was time for a brand reset. The team wanted to make sure the in-store salad line—with more than 50 toppings, 12 proteins, and 10 dressings—was the focus.
They also wanted to shine a light on the innovation efforts. Each season, Salata brings in a few can’t-miss limited-time ingredients. This summer brought watermelon and blueberries. For a fall addition, the team is considering ingredients like blue cheese dressing or cauliflower soup. And even though Salata is focused on customization, the marketing team makes sure to inspire guests and push these new ingredients with examples posted over social media, which was also a point of focus in the recent rebrand. The team’s social channels are now more playful, helpful, and approachable.
“Our goal here is to usher in a new way of how people think of balance,” says Alex Atwell, director of marketing. It’s also to build out how people define salads beyond light, crisp greens. Heartier bowls with good-for-you grains and dark greens are trending, and, on the horizon, Atwell sees the brand exploring build-your-own bone broth bowls as a functional yet hearty pseudo-salad option
