FRONT END Profile
In 2018, High’s embarked on a brand redesign to modernize and standardize its stores. The newest store, located in Gambrills, Md., is the company’s first new-to-industry store to feature all of the new branding elements.
BRAND REFRESH In an effort to both modernize and standardize its stores, High’s partnered with Indianapolis-based creative specialists Three Sixty Group for a brand redesign in March 2018. “We had a variety of different looks and feels as you went through our stores, and we really wanted to make a brand that would be lighter and more foodfocused but still touch on our heritage,” said Chivington. The company’s newest store — its 49th site — located in Gambrills, Md., is “the first newto-industry store with all of the
branding elements, from exterior to interior, with all of the image elements, down to the uniforms and apparel that the associates wear.” In addition to remodeling its existing locations, the company plans to add one or two new stores per year. “We have a number of pieces of real estate in the pipeline,” Chivington said. And while all of High’s locations are currently in Maryland, this might not be the case for long.
Chivington said the company is “looking at some of the adjoining states” for growth opportunities.
SIGNATURE FOODSERVICE These days, High’s is known for its proprietary foodservice, which is made up of three primary components, according to Chivington: High’s signature hand-dipped ice cream, fried chicken and pizza. “We’ve had better success with developing proprietary brands,
High’s has three primary components of its proprietary foodservice program: signature hand-dipped ice cream, fried chicken and pizza. The ice cream is both a nod to Highs’ history and an evening and weekend driver. 12
CSTORE DECISIONS •
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September 2019
cstoredecisions.com
8/22/19 10:37 AM