A year after unveiling its new brand identity, which featured a revamped logo and new burgundy and warm orange color palette, The Honey Baked Ham Company announced its plans to launch a major remodeling program across its network of 435 retail stores. In addition to providing an updated look to HoneyBaked's retail stores, the initiative also aims to provide an enhanced customer experience.
"After 62 great years, it was time for HoneyBaked to modernize itself to appeal to today's consumers," says JoAnn Herold, chief marketing officer at The Honey Baked Ham Company. "This modernization started with an updated brand identity, manifesting itself across our website, advertising creative, merchandising, packaging, uniforms and now, our retail stores."
"Because consumers have responded really well to our new brand identity, we believe the implementation of this new retail store design could have significant impact on our business, potentially resulting in a 5-7 percent increase in sales for renovated stores," Herold continues.
The new retail store design is intended to reinforce HoneyBaked's premium offering of ham, turkey, sides and lunch by aligning the stores with the attention to detail and handcrafted care that consumers often associate with their neighborhood butcher shop and deli. Many of the design attributes of the new stores will reinforce this desired connection.
Incorporated into the new design will be an extensive exterior remodel including new signage, relocated entrance doors, new building color and awnings featuring the new branded color palette and upgraded lighting and landscaping. Interior enhancements will feature a handcrafted look including wood tones and subway tile, updated signage, enhanced merchandising area, and the ability to increase or decrease seating based on peak traffic times.
Additionally, the store design will leverage technology and layout to improve the customer experience during seasonal times, something the brand made a focal point during planning. These features include a more efficient ordering process, ability to order online and pick-up in store, as well as a separate "pick-up" area for carry-out orders.
"We're extremely energized by the new retail store design and the positive impact it'll have on the customer experience," says Dan McAleenan, senior vice president of Operations at The HoneyBaked Ham Company. "Bringing into our retail stores the evolved brand identity, in addition to our new technological and layout improvements, will further allow us to deliver on the level of service our customers have come to expect from HoneyBaked."
HoneyBaked's first renovated store to feature the new design opened in Alpharetta, GA on Monday, October 28, with a second planned soon thereafter in the Perimeter Center area of Atlanta, GA. HoneyBaked Ham plans to remodel 10-20 retail stores per year.