THE BEGINNING OF LUNA GRILL

Transcription

1 THE BRAND BOOK

2 THE BEGINNING OF LUNA GRILL Maria Trakas Pourteymour s culinary passion began as a child in the kitchen with her grandmother. She learned that preparing homemade meals was a very powerful way to demonstrate love for friends and family. Maria absorbed all of her grandmother s teachings and knew she would one day care for her own family in the same way. As a new mother, Maria realized how important it was to nourish her children with pure and vital food. She began to prepare meals in her own kitchen using as many organic ingredients as possible. However, when it came to food on-the-go, there were not many wholesome meal options available. She and her husband Sean wanted to do something different with their restaurant. They would provide feel good fare, served by a team who shared their passion and inspiration for delicious, healthy food. In 2004, Maria and Sean opened the first Luna Grill with their promise to provide real food crafted with care that is always made fresh and cooked to order.

3 Do not live your life in fear or with regret, go boldly in the direction of your dreams and let life unfold as it should. - Maria Trakas Pourteymour Co-Founder

4 OUR PURPOSE WHY DO WE EXIST? TO INSPIRE OTHERS TO FEEL GOOD BY EATING REAL FOOD CRAFTED WITH CARE

5 OUR VALUES HOW DO WE BEHAVE? WHAT DO WE BELIEVE? TiiP, TiiP HOORAY! TRUST We trust and empower our team. We aim to gain our guests trust through our food and actions. INSPIRATION Every day, we inspire each other to be our best. We hope to inspire others to live healthier lifestyles. INNOVATION We stay ahead of the game. We create. We raise the bar. PASSION We are infectiously enthusiastic about our food, where it comes from, and how we serve it.

6 W H O WHO LOVES LUNA L O V E S L U N A WHO sluna? Meet Lisa, Matt, Stephanie, & Adam.

7 W H O WHO LOVES LUNA L O V E S L U N A LISA... Is an affluent, 42 year old on-the-go mom. Cares about what is in her food and what she is feeding her family. And her family lead active lives. W H O WHO LOVES LUNA L O V E S L U N A MATT... Is a 33 year old professional. Likes the convenience of our cooked to order food and dines out regularly. Always has the latest gadgets and is very tech-savvy.

8 STEPHANIE... Is a 29 year old newlywed. ADAM... Is an active 47 year old dad. W H O WHO LOVES LUNA L O V E S L U N A Likes that we source locally whenever possible. Uses technology for information, and is very educated. W H O WHO LOVES LUNA L O V E S L U N A Believes food is fuel and loves going to the gym. Likes our good proteins and large portions.

9 OUR POSITIONING COMMITMENT HOW ARE WE DIFFERENT? FAMILY COOKED TO ORDER CONSISTENCY

10 WHOLE SOME /'hōlsәm/ adjective; used to describe our food and team Providing feel good fare with real ingredients that are always made fresh and cooked to order. Our food is wholesome. Synonyms: real, real food, fresh, cooked to order, consistent Genuinely caring about each guest and their well-being; treating each guest like family. The team members are always happy, respectful, and energetic. They add to the wholesome feel of Luna Grill. Synonyms: family, care, well-being, genuine THOUGHT FUL /'THôtfәl/ adjective; used to describe our food and team Our meticulous care in selecting every ingredient and the considerate manner in which we prepare every order; real food crafted with care. Luna Grill is thoughtful about what goes into their food. Synonyms: trust, inspired, care, cooked to order, commitment, consistent Doing whatever it takes to make our guests feel comfortable; always helping each other; our helpful nature. The team members always have high chairs ready for my daughter. They are so thoughtful. Synonyms: family, consistency, service, inspire, care, help, committed

11 TOGETHER, WE ARE PASSIONATE

12 TOGETHER, WE ARE ENERGETIC

13 TOGETHER, WE ARE INVITING

14 TOGETHER, WE ARE HONEST

15 TOGETHER, WE ARE PROUD

16 WE ALL HAVE THE POWER OF ONE

17 THE POWER OF ONE YOU You have the power to make the guest experience lovable and memorable. You have the power to positively impact the guest experience with the simplest actions. You make the difference in the guest experience with everything you do. YOU HAVE THE POWER TO CREATE RAVING FANS

18 THE POWER OF ONE VISIT One positive visit can impact the guest s day. One positive visit can lead to another. One positive visit can lead to a recommendation. YOU HAVE THE POWER TO CREATE RAVING FANS

19 THE POWER OF ONE BRAND Each one of us has the power to affect our brand. Each one of us has the responsibility to affect our brand. Each one of us is connected to our brand. WE ALL HAVE THE POWER TO CREATE RAVING FANS

20 ROCK ON - Sean Pourteymour Co-Founder

21 real food crafted with care 2015 LUNA GRILL