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Pedal Pushers Cafe is a casual family-owned restaurant located in historic downtown Lanesboro, Minnesota. Owners Scott and Angie Taylor are a dynamic couple with lots of talent and energy who wanted to transform their restaurant on their own, but didn’t know where to start. HOLOS put together a DIY plan for them and we were on hand throughout the process to discuss details and execution.

They were able to save a lot of money on labor by doing the work themselves and by repurposing items they already had.

CHALLENGE

After operating for over 6 years as a 50’s style diner, owners Scott and Angie Taylor were focusing on healthier, locally sourced food.  Their logo, decor, and facade didn’t reflect their shift in focus. Already popular for lunch, they wanted to increase their dinner traffic and become THE destination restaurant in Lanesboro for residents and tourists alike.

OUR SOLUTION

Developed a complete brand positioning strategy addressing everything from exterior paint to employee uniforms.  The new aesthetic focused on a homespun, vintage look.  Owners were given general design direction, specific paint colors, and decor ideas to create a warm, rustic atmosphere and they ran with it!

HOLOS designed a new logo and color palette that complemented the orange Angie had already used in the dining room.  Since the owners had some graphic design experience, the were given a complete library of logo variations, images, and borders to accompany the logo.  They then had everything they needed to design the menu, window graphics, business cards, etc. themselves.

Large projects like replacing the floor and building an outdoor dining bench were planned for 12-18 months out.  All work is scheduled for completion Summer 2014.

RESULTS

The new Pedal Pushers while being completely updated, maintains the fun, laid-back personality of its owners.  The project truly was a family affair with everyone pitching in to help create the new space.

Results were realized immediately. Pedal Pushers received the Trip Advisor Award of Excellence for receiving so many glowing reviews, and without making any changes to the items on their menu, realized the following YTD increases:

    • Dinners/High-Margin Entrees + 34%
    • Sandwiches + 25%
    • Beer +117% (more than double!)

While other local businesses struggled through a cold and wet spring, Pedal Pushers saw their sales reach new records.  The facade draws people in, and the dining room’s warm, welcoming atmosphere invites them to sit down and enjoy a delicious meal.

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Testimonials

Wow! Kris took an Antique Barber School and gave it a new look without compromising the old-school feel. I strongly recommend Kris Kiel from Holos Creative. She gets it!

Peggy Schmidt, Owner MN School of Barbering

Kris was a pleasure to work with and has been a great investment for our business. With very reasonable changes we were able to update our image to better match who we are as a business. Customers have responded with great reviews, mentions in the press, and word of mouth raving about the “vibe” in Pedal Pushers Cafe. It's been a great morale boost to employees and we have seen improvements in total sales, check averages, and sales of higher margin items.

Scott and Angie Taylor, Owners Pedal Pushers Cafe

Kris did a wonderful job. She has a unique talent of being able to visualize the working elements of a business from the point of view of the customer. She worked well with the assembled team of architects, chef consultants, etc. and brought her unique perspective to help shape the final look, feel, and menu of the café. I couldn’t have done it without her. She has a clear vision and sees what needs to be done. I will be forever grateful for her input, diligence, and hard work.

Ben Smith, Owner Mosaic Cafe

I thank you from the bottom of my heart for all you did creatively and technically to translate the Iraqi PowerPoints into something strong, transformative and motivating. This project has been near and dear to me for two years. To see it reach fruition like this brings me great joy. Thank you so much for being an essential catalyst!

Kaia Svien, Co-Founder Iraqi-American Reconciliation Project

Simply amazing! Thanks so much, Kris. We are very pleased and can’t wait to start using these images as we begin education with our staff.

Dina Fassino, Director of Communications Woodwinds Health Campus

I was delighted that you could assist in this important project! Our Holistic Practice Council LOVED the final project. You were the perfect person on many levels.

Val Lincoln, Phd, RN, AHN-BC, Clinical Lead Integrative Services, Woodwinds Health Campus

Kris sees the big picture in instances when others may not and demonstrates a balanced approach to both challenges and opportunities.

Joyce Wisdom, Executive Director Lake Street Council

Kris has a powerful gift of vision, creativity and the ability to articulate a message to an audience through her fine use of language. She not only sees the surface of a concept but envisions a multitude of possibilities so that her projects meet their full potential. I have recommended Kris to business partners in the past and feel privileged to recommend her to anyone who needs a highly gifted brand marketing consultant.

Shelly Gomez, Owner Mascots & Costumes

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