Galeto’s Repositioning image, interior design, general concept, furniture design; menu rethink.

2005

Started in São Paulo in 1971, the popular restaurant chain Galeto’s is a family-owned business with 500 workers at 11 locations. Their highlight is the spring chicken roasted in a charcoal oven, seasoned with a secret recipe.

When they approached LabMattar, Galeto’s was going through a transitional period as control was being passed on to the founder’s children. At the time, the chain’s image was rather unclear. It was both seen as a traditional restaurant populated by elderly people loyal to the brand, and as a fast-food joint attracting executives for its quick service. By favouring the latter concept, Galeto’s began to lose its “tradition” appeal and compete on price in an unbranded market, pulling in mostly locals and mostly males.

In an attempt to rescue its former glamour, the company thought of hiring a chef to upgrade the menu, since its general focus on grilled meats gave it a convenience food character which failed to bring in people for evening meals. In contrast to this scenario, LabMattar emphasised a menu with lighter foods such as salads and vegetables with leaner meats, which had the advantage of attracting both an evening public and also a greater proportion of women.

On with the project, LabMattar diagnosed Galeto’s image and singled out its unique potential, which was translated in its new signature: “Traditional and Contemporary”. In rebuilding Galeto’s identity, the guiding principle was to revive tradition while embracing modernity. The interior design setting favoured relaxation, with brand elements in decorative objects made by women in a social inclusion initiative provided by the project. Their handicraft work was used in several pieces, e.g., the bead ornaments and the chicken imagery on the leaflet holder placed on every table.

The ample use of wood made the ambience cosier and thus invited diners to have unhurried meals or drinks. Being organic, wood mingles well with food. In general, the new design called for eco-friendly materials. Second-hand woods, wood varieties sanctioned by the Brazilian Council for Forestry Management, and recycled paper were used as widely as possible.

By discarding the push towards sophistication which management had contemplated, LabMattar reworked their concepts and reformulated Galeto’s as the laid-back venue which it had always been, while adding a modern, uncluttered vibe to it.

In order to test the proposed changes in practice, LabMattar applied the new identity at a pilot site, from the façade to the plate. The concepts were then implemented in one more venue. In the others, only signage and menu proposals were used.