“It all ends up in the same place anyway” is probably what the CEO of Key Food said about branding. There are in fact more variations than I can fit in this grid. I’d venture to say there is something refreshing about their disinterest in branding.
For some reason, in the food business, you can indeed get away with not having any recognizable brand. Many Chinese restaurants don’t even care about their names, let alone logos. But that’s another story.
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