1950s pictures

Here is a photo I found from the 1950’s, the signs in the photos is just like the F & B  green part of the logo, same shape and type. 

 

Frankie and Bennys a modern approach?

Compared to the style of posters they had before these have a refreshing modern approach, the colours are stronger, the use of photos is still black and white imagery but a more interesting approach. The christmas Santas are still carrying on the theme, but adding the red ball ball makes it look that little more up to date. The Monday Madness typography,indicates ‘madness’ due to the layout, its visually interesting and works. 

The type on the logo has a written script look which I feel gives a warm, friendly and fun approach. The green sign underneath I feel works as It looks just like an American diner sign. In conclusion to the logo it has Italian warmth and American fun all in one. Below is a photo of a real American Diner, which has the same shape and style as the green on the logo 

 

The influence

 

 

The photo and the typography gives a real 50’s style. I looked at some 1950’s posters to find the familiarity included photos of the 1950’s woman. 

Here are some real 1950’s photos of booths they use to have in American Diners, very similar to F & B’s but different colours. 

Frankie and Bennys interior continued

‘Just like Mamma used to make it’ 

This is quoted on there website, to give a Italian home feel. When I dined, I noticed the open kitchen, the clatter and chatter of the open kitchen to the bottled lined bar takes you back to 1950s New York. 

 

The interior of Frankie and Bennys

My visit to F & B helped me to experience and actually see and feel the New York/Italian style, that appears on posters, their website etc. 

I found that the seats represented the 50’s theme, as the 50’s cars mostly had booths back then, and along with stools at the bar, which was very ‘American Diner’ the booths represented the 50’s American car…

Here is a photo of one of the booths when i went to visit..

Not only did the seating have the feel of 50’s, the room was filled with family snapshots, showing life in the lower East side of the big apple. The photos are the main focus point for Frankie and Bennys restaurant, they appear on menu’s advertisements, even the toilets! It certainly does give a very warm, family run feel, and visually look and give a American Diner feel as well as a heartwarming Italian feel. When I sat I tried to imagine what the restaurant would look like without the photos? ( Very difficult when they are scattered everywhere ) but doing so  I realised that it would take away image they want to keep up, American/Italian fun restaurant. 

My F and B experience

Frankie and Bennys and Dunk Design

Tanka have been designing and updating the Frankie and Bennys website with their partner agency Dunk design for a number of years. 

‘We have worked with F & B for a number of years, ensuring the strength of their brand is maintained across all media. As well as being responsible for their menus, POS, marketing materials and adverts, we designed and developed their website, which launched in 2008. The website offers a range of activities for children, has online purchasing capabilities for CD’s and gift vouchers, interactive food menu’s, videos and juke box. The website is the perfect embodiment of the Brand, fun, interactive and somewhere you want to go back time and time again. ‘ 

Here is an example of a touchpoint, straight promotion directly to the consumer. On this London taxi, is the old family photos that F & B have in their restaurant, promoting the ‘story’ of how Frankie and Bennys came to be. Visually eye catching, and keeping the theme of the restaurant.

An example here of a poster, the same theme, involving the 50’s black and white photos of the family, and the whole layout including the type gives a New York feel. I do feel that the poster has to much going on, it looks cluttered and unreadable, a poster should of course have the information needed for the consumer, but could of been constructed and laid out differently? Or picking just one of the main highlights ‘ Delicious lunch menu from only £4.95’ that I feel would be enough along with the family photos to attract the consumers eye, resulting in less clutter and visually pleasing. 

Here is a website page. There is consistency throughout the designs that Dunk have created, Black and white imagery, and the typography reflects the 1950 New York feel. the Monday madness design I feel gives a modern approach, which i havent seen F & B to do on any other designs, its fresh, and could even appeal to a younger market, not just families. 

 

The success of Frankie and Bennys

First site opened in Leicester, and they now have over 150 sites domestically & abroad, and are still to continue opening new restaurants. On the 30 July they opened the doors to 200th F & B restaurant in Birmingham, launch night involved local retailers and business, entertainment was stilt walkers, fire eaters, magicians and caricaturists. Which personally I think is a fun interesting way to launch a new restaurant, following through the fun easy going going theme Frankie and Bennys have adopted.

In a little more than 10 years, the eating out market has experienced dramatic growth, with the rise of casual dining chains. I researched a special report ‘ The M & C top 20 restaurant brands which revealed the sectors most valuable brands which included F & B.

It revealed that F & B was a favourite as a pre – cinema meal, which is no surprise as almost every F & B is cleverly placed next to or near a cinema. Looking at the Brand table,which has been conducted using established global brand techniques, Italian food dominate the table, Frankie and Bennys 4th on the list with a whopping £112.1m value. With Pizza Express 1st, Nando’s 2nd, and Pizza Hut 3rd.

The Frankie and Bennys story in pictures

The Frankie and Bennys story

Rumour has it that Frankie Giuliani was 10 years old when, with his Mamma and Poppa, he left Sicily and landed at Ellis Island, New York in 1924. They moved in with relatives in ‘Little Italy’ a predominantly Italian neighbourhood. Poppa soon found work, but from the home country he’d brought a little money and a lot of ambition. It was no suprise then, when the family opened a restaurant within a year, everybody helping with the building and the cooking in equal measure. 

Each of them had a favourite dish to contribute, but it was Mammas home style cooking that was the base from which business prospered. Frankie went to the nearby High School and became lifetime friends with Benny, already a third generation American. 

In 1953 Poppa retired and Frankie and benny took over the business, combining the best of popular American food with traditional Italian dishes. The rest they say is History… 

In branches, on menus, and on their official website the fictional story above is the restaurants origins. Frankie and Bennys are themed to reflect the 1950s Italian american backstory. 

Researching the history I couldn’t help but question if the story is just a fictional story? The story starts with ‘ Rumour has it’ which indicates no factual evidence, could be a sign that it may be a work of cynical marketing fiction. A heart felt story of a family business starting from scratch does have an appeal, which could be the reason why Frankie and Bennys have done so well, but would it make a difference to the public if they found that the story was fictional and it was a run of the mill chain?