Management & Operations

Greyhound revamps brand image

Posted on August 1, 2005

As part of a brand rejuvenation program, Greyhound Lines, one of America’s largest private bus carriers, introduced a new look to its demographic base. Greyhound is currently testing an updated logo, new advertising strategy, refurbished buses and a refreshed terminal environment — with a concentrated focus on the retail and food concession area. Greyhound launched the pilot program this summer in the Minneapolis-Milwaukee-Chicago corridor. One such location that underwent a massive transformation was the Chicago terminal. Greyhound worked with Design Fabrications Inc. (DFab), a brand marketing consultant based in Madison Heights, Mich., to design, manufacture and install a new environment in the concessions area and terminal. “DFab’s design concept, dubbed ‘metro hip,’ totally transformed the space with a cosmetic renovation, including a mix of vibrant colors and warm finishes, flexible merchandising fixtures and millwork, and suspended decor that delineates key areas,” said Rosemary Adkins, Greyhound’s general manager food service/retail. Since the reopening last June, the retail and food sales have shown a consistent double-digit sales increase each month. Greyhound is currently planning design adaptations for several additional key terminal hubs across the U.S.

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