Taste Unlimited unveiled a new store in Virginia Beach, Va., and its new branding during its grand opening celebration last month.
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After 38 years in the same space, Taste Unlimited relocated its relocated its original 2,000-square-foot store and café from the west section of the Hilltop Shopping Center to a 4,500-square-foot location in east section.
It’s all part of the company’s plans to remodel and or relocate all six stores. Since purchasing the business five years ago, the Pruden family has been focused on elevating the customer experience, explains Amy Jordan, the company’s director of marketing and public relations. Last year, the retailer relocated its flagship store in Norfolk, Va., to the Larchmont section of Hampton Boulevard from Ghent.
The new Hilltop East store, in the newest section of the shopping center, “has high ceilings and has an open and contemporary feeling, which better fits the direction we are headed in with our branding,” explains Jordan. The new space also has more space for 70 indoor seats and 30 outdoor seats, and additional space in the both the back of the house and the front of the house for all the expanded menu items and services that have been added over the years.
After a soft opening on Oct. 28, the new Hilltop store had grand opening promotions and events throughout November. Guests who visited the new location by Nov. 19 and registered to become a “Taste Bud,” Taste Unlimited’s loyalty reward program, received a free sample bottle of the company’s house dressing and were entered in a drawing to win free lunch for a year. Product demonstrations and informal wine tastings were scheduled throughout the month.
New offerings include a gluten-free section of products, gelato, beer & wine by the glass, fountain drinks, coffee & hot tea, and a refill station for Taste Greek Extra Virgin Olive Oil.
The store’s new décor include Edison-style lighting, concrete floors, and fixtures are accented by aged steel. The illuminated sign that promoted the former Hilltop West location for years is now displayed on an interior wall. Other interesting architectural elements include a geometric application of frosted and unfrosted glass surrounding the central food preparation area. A seating area with leather chairs is an ideal spot to take advantage of the free Wi-Fi. A changing display by local artists adorns the walls.
With the Hilltop move comes the introduction of a new look and new logo. “As we update and upgrade our stores, it seems like a logical time to update our look and branding efforts to fit our evolving company,” says Jordan. The Taste Unlimited management team worked with Otto Marketing and Design to create a new logo, which has been employed in the signage at the new Hilltop location. Besides the new design of the logo itself, the most noticeable change to some is the emphasis on the word “TASTE,” in capital letters.
“While the company name is still officially ‘Taste Unlimited,’ many locals and loyal customers already affectionately refer to us as ‘TASTE,’ and we have embraced the simpler form in conjunction with our new, more contemporary store design,” explains Jordan. The company is the owner of the federally registered TASTE trademark.
