DESIGN | Staff Reporter, Australia

Wok Me updates brand image

Showcases refreshed concept at new Queensland store.

Luke McGrath, founder of Wok Me Noodle Bar, described its previous store design as having "a look and feel of the cheap and nasty red take away." The chain is now focusing on a more inviting and warm feel, he noted, and really focusing on the street feel that you get from the hawker type market stalls throughout Asia, specifically Hong Kong and Singapore.

Adding, "the new brand experience is aimed at allowing the brand to move away from the old look of a take away noodle bar to a more gourmet asian street concept. This will allow Wok Me to move away from the discounting merry go round that is taking place in the fast food game. The opportunity to move away from the pack and stand alone as a premium offer and not a discounter guided us towards this new image."

McGrath tells QSR Media that the update on the brand image was instigated by how outdated Wok Me's older stores and competitors were, and was encouraged by his love of the street look and feel.

Incorporated in the new brand image is the use of as much recycled materials as possible. He noted that the entire Queensland store, which just opened in Townsville, features the new concept and is made entirely from reused weather boards.

"One of our primary goals this year is to become more socially aware and environmentally conscious."

McGrath shares that it's an exciting time for Wok Me now that it is in a full growth phase and have committed to three new stores to open this year.

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