Round Table Pizza

In 1959, Bill Larson opened the first Round Table Pizza in Menlo Park, California with a vision. He wanted to create a gathering place where you could “share a little pizza with someone you love.” Bill didn’t believe in cutting corners. He believed in using the best high quality ingredients and making pizza the right way. And it was that mindset that has made Round Table shine through the decades as a beloved place where anyone and everyone can get together to eat delicious pizza and make memories.

In the competitive pizza market, the problem was Round Table Pizza had an amazing product that has stood the test of time, but an experience that didn’t live up to their extraordinary pizza.

Round Table asked SRG to create a legendary experience worthy of pizza royalty - giving the brand a refresh with new restaurants that reflect the same passion they put into their pizza.

We started by repositioning the brand to appeal to younger and up and coming customers, who may have been previously unaware of the legend and great pizza, by elevating the brand’s heritage, reputation and legacy for handcrafting delicious pizza for six decades but also providing a more contemporary and differentiated experience.

Taking inspiration from the past, SRG created a new brand identity system, leveraging the Round Table legacy as an overarching theme to inspire everyday actions, a commitment to gold standard quality and impeccable service that all comes together in a place where pizza lovers can celebrate what makes every day legendary.

The new logo infuses meaning into the Round Table theme and message of inclusivity. The Knights of the Round Table were noble guardians of the kingdom of Camelot. No member of the round table was more important than the others and they stood together for the common good of all. Inspired by this, the new logo places a knight at the center between the two words to represent the legendary story of our brand.

And the restaurants have been redesigned to create an atmosphere worthy of the product. A beautiful space that allows friends and family to gather and celebrate. A space that honors the spirit of community with a reimagined game room and dining experience with colors inspired by the original brand’s medieval look and feel, using a sophisticated black, white and red color palette with touches of gold and copper to infuse warmth and quality cues.

Franchisees are delighted with the changes and the first new restaurant will be opening in the summer of 2019.

Client:
Round Table Pizza

  • Innovation Strategy
  • New Product Development
  • Brand Design
  • Brand Positioning
  • Environmental Design
  • Brand Strategy
  • Strategy & Insights