After several focus groups with D’Angelo’s core and lapsed customers, the point of view that most often came up was that the brand was trying too hard to be all things to all people. In a bid to compete with newer chains the menu had gotten too varied, and sales suffered. The solution was a brand platform and campaign that was all about recapturing what people loved about D’Angelo: their big, meaty grilled sandwiches. “Grillelujah!” kept the grill at the center of all communications, from a redesigned menu, to a new website, social, digital, video and all point of purchase materials.
