Branding Brings a Little Slice of Italian Flavor to America

In the restaurant business, keeping the customer happy - and well-fed - is everything. The management of Bertucci's restaurants, a small chain of casual, Italian restaurants on
the East Coast, knew its clientele was generally satisfied with the Bertucci's experience. But the team wanted to develop a better understanding of the attributes of the
Bertucci's brand so they could leverage it with more customers and grow the business in 2002.