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SBJ photo illustration by Wes Hamilton

Made to Order: The Journey of a Restaurant Rebrand Application

Documentary-style coverage of restaurant brand strategies

Posted online

The restaurant industry is fierce. Profit margins are thin. Staffing is a challenge. And customers are finicky. Everybody’s looking for their edge.

In a new editorial series, Springfield Business Journal is following brand strategists Longitude through the process of rebranding a restaurant, from concept to outcomes. SBJ invites locally based restaurants to apply to be chosen by our editorial team.

Longitude will offer its brand strategy services at no charge to the restaurant in exchange for documentary-style coverage of the process by SBJ and commitment by restaurant owners to invest at least $7,500 to implement the recommendations.


  • Feb. 1 - Application period opens
  • Feb. 22 - Application deadline
  • March 8 - Wrap up review of applications and finalist interviews
  • March publication - Launch series


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