“Little Potato” will rebrand – Kommersant

The federal network of cafes “Kroshka Potato” for the first time in 25 years will carry out a large-scale rebranding. This was reported “RIA News” in company. The representative of the chain spoke about the new logo and the new menu.

The rebranding will affect corporate colors and style, logo, staff uniforms, display cases and packaging. The transition to a new brand book began today, September 6th. Rebranding will take place at all points, including franchising ones. The overall architectural design of the cafe will change in stages.

The new logo does not have a green circle and no duplication of the network name. The signature character of the network – the chef – remained on the logo. Other characters appeared in the brand’s attributes: the cat Potato and city dwellers. The new slogan of “Kroshki Potato” is “Fill with warmth”.

A line of branded desserts will appear in the chain’s menu, as well as a new format of potatoes – potato mesh. “We want to create a product that you can easily take with you, such a “one-armed food”. So that the guests can say – let’s go to the Little Potato, and each of them found what he wants. Now two-thirds of our audience are women aged 25-35, but we are also interested in children and families, different age categories,” said Sergey Zaitsev, general director of Kroshki Kartoshka.

In addition, “Kroshka Potato” plans to triple the number of outlets in the near future, as well as to enter the IPO. As of the third quarter of 2023, Kroshka Potato had 250 outlets, including 75 of its own and 175 partner outlets, in 25 Russian cities. They employ more than 3500 employees. At the end of the year, the company will start developing a network in Siberia and the Far East.

Anastasia Larina