Gló Restaurants has seen great success in Iceland with its wide selection of vegetarian, vegan, and raw food options. As the brand embarks on its next stage of growth beyond Iceland, a clear brand proposition and scaleable environments were needed to support its aspirations for a franchise operational model.
Gló’s vision is to make it easy for busy people to discover and try new, exciting healthy meals that enrich the mind, body and spirit. Gló is the Nordic pioneer that challenges the ‘healthy eating’ category, popularising fresh, health, affordable on-the-go and dining in options that are adventurous, rich in attitude, and full of flavour.
All of this is encapsulated in the brand idea ‘Create your inner Gló’. From menus to marketing communications and through to the environments/customer experience – everything that the brand says and does delivers on this.
Three scaleable retail formats are built from robust, modular components that flex to suit the local demand, size, and location restrictions. There’s also a standalone Gló-branded fresh juice bar and fresh produce concept. Spaces feel timeless and uniquely Nordic, blending the sensation of indoor and outdoor seamlessly, and using glass and natural light so that there’s quite literally a glowing aspect to the environments. Like the high quality of its ingredients, so too is that of the natural, tactile, authentic materials and finishes.
And whilst a lot of quick-service or casual dining retailers might offer fresh or healthy food, often the connectivity between the final prepared meal and the raw ingredients that go into that meal is lost. Not so with Gló, where customers can actually buy ingredients that are centrally displayed, like an in-store mini food market.
Engaging, sensory, and immersive, the experience feels social and enriching – a place to spend time in.