Rebranding Challenge Accepted: 24 Stores in 30 Days

Imagine you get hit with a rebrand job for a restaurant location. It’s a great opportunity for your business, it gets your name out there and the workload is manageable. Now imagine that instead of one location, it’s 24 stores across the Chicago, New York, Virginia and DC Metropolitan areas — and you only have one month to do it. Sounds crazy, right? Not for CEO Eric Grossman and his team at Graphic Alliance, a full-service marketing agency specializing in print and digital media. Roti, a Mediterranean restaurant that serves Food That Loves You Back™, called upon Graphic Alliance to help makeover their 24 eateries in just one month with materials that could adhere to brick, stone, slate, cement, wood and painted soffit, in a variety of designs, cuts and colors. “Once we got a handle on the job and which materials we needed, we started to work backwards to see who we could get help from,” said Grossman. “We called one of the biggest sign companies out here, and he said it was too big and too short of a time for his 60-something staff, and he rejected the job.” That’s where Mactac stepped up to the plate. Mactac, an industry leader of pressure-sensitive adhesive solutions for several industries, including graphics, roll label, sheets, medical adhesives and industrial tapes, saw an opportunity by working with Graphic Alliance to not only create a beautiful atmosphere in a restaurant chain, but to move the industry forward. “Mactac is trying to work more and more with our printers,” said Ross Burnham, Director of Sales for Mactac’s distribution products team. “We’re focusing on sustainable growth for guys like Eric to make a difference in the marketplace.” The two companies got to work, staying in constant communication to meet a near-impossible deadline. Grossman gathered as much information about what type of products he needed, and Burnham had to deliver. “We had so many different surfaces, and even on surfaces that were similar you’d run into whether they were painted or whether the paint was chipped,” said Grossman. “Each material has a different cut pressure. In order to get 20-foot-long cuts, things had to stay on registration. It was a learning curve with the different adhesives and learning what would work. “Ross has made himself available — flying out to us, phone, nights or weekends, sending pictures of products or a design of what we want to do. His response time with code numbers, prices and turnaround times was great. You’re able to trust the materials that they’re telling you about,” continued Grossman. “There was probably seven or eight different items that he needed in order to do his wall graphics,” said Burnham. “Every phone call was this or now that, or a picture of a different kind of wall or panel. Fortunately, I think everything we suggested worked out to his satisfaction and the satisfaction of Roti. This was a lot of work for him. [Eric] put everything into making this happen.” Burnham and his Mactac team knew their heart had to be in this project in order to make it successful, and that meant being available, day or night. “[Eric] has to have the confidence that when he reaches out, there’s somebody there and not wait until Monday morning,” explained Burnham. “It gives him the competitive advantage that others may not have had with the traditional eight-to-five. He could have done it on his own, but that risks a redo and not hitting that deadline. When it works out, it’s a good feeling. “I also know, too, that when Eric reaches out and I invest my time to help him, it’s mutual. It helps us and he values our experience. Now he knows products to use going forward and how Mactac products work. With our assortment of products and our graphics, that’s where we see the sustainable growth in this industry.” When asked about how important good partnerships are in this fast-paced marketplace, Grossman made one thing clear: “You’re only as good as your people. You put good people together, you get a great product.” Mactac Products Used:

• REBEL RB528H High Tack, 4 Mil Matte White
• IMAGin RoughRAP RR100 2.1 Mil Gloss White
• 8300PRO Series 2.8 Mil Matte White
• 8300PRO Series 2.8 MIL Matte Black
• PERMACOLOR RAYZor LF3648G 1.5 Mil Cast Matte Laminate
• Tuning Film Sublime TF7800 3.4 Mil Charcoal Matte B-free
• IMAGin B-Free GV529BFD 3 Mil Gloss White
• IMAGin ROODLE RO628 6 Mil Matte White
• IMAGin B-free Frosted JX5796MBF 3.1 Mil
• Application Tape ST1060 Medium Tack