After speaking with the general manager of Dragonfly Rolls 'n' Bowls, Yoshi, I have found out that the restaurant is going to rename itself to simply Rolls ‘n’ Bowls. The reason being, according to Yoshi, is that the parent company, Dragonfly Sushi and Sake Company, carries a stigma that Dragonfly Rolls 'n' Bowls does not want. A lot of people associate Dragonfly Sushi and Sake Company with an expensive, upscale and dressed up night out. With drinks, appetizers and a meal, a couple could easily spend $80 at Dragonfly Sushi and Sake Company in a night.
Dragonfly Rolls 'n' Bowls has already made new T-shirts for its employees to wear, adorning the new Rolls ‘n’ Bowls only title. Soon the menus, advertisements and even the sign on the outside of its building will read only Rolls ‘n’ Bowls. The projected date for the end of the transition is still undetermined.
The concern that I have with this new venture is the fact that having the name Dragonfly associated with Rolls ‘n’ Bowls also ensures good quality, which is one of its highest priorities. This is where the double standard comes in. The name will ensure customers of quality, but may scare customers off with the price and atmosphere of Dragonfly. Yoshi and his management team seem to think that the name change is worth the risk.
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2 comments:
I don't think the name change will affect the way people in Gainesville view Rolls 'n' Bowls from a quality standpoint. So many people know that it is a product of Dragonfly, and I think word of mouth will keep that known to even new people coming to Gainesville. I think it's a good idea to differentiate the two restaurants and make it more known that Rolls 'n' Bowls is not an expensive meal.
Libby
I don't think Rolls'n'Bowls should remove Dragonfly from their name. Dragonfly is an excellent restaurant and it's a positive thing to be associate with it. It is the responsibility of Rolls'n'Bowls to make sure people know that the prices and atmosphere of their restaurant are different. By keeping Dragonfly in the name it will ensure quality and therefore attract people. It's not a good idea to rely on word of mouth, therefore Rolls'n'Bowls needs to advertise their restaurant as a quality, laid back place to eat.
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