BECHER GARE, a high-end restaurant and café located in the disused train station of Bech, Luxembourg, is working to rebound from the impacts of the Covid-19 pandemic. The aim is to rebrand and position itself as an enticing destination for affluent customers from the neighboring European Union strongholds of Brussels and Frankfurt.
We propose a rebranding approach that repositions BECHER GARE as more than just a restaurant. Instead, it becomes a journey, an experience that blends the timeless appeal of classic cars, the undeniable beauty of the Luxembourg countryside, and the artistry of fine dining.
BECHER GARE is transformed into a crossroads of adventure and elegance, offering guests a fusion of French culinary traditions and authentic Luxembourgian flavors, thus inviting them to embark on a unique gastronomic journey. The brand becomes a haven for classic car enthusiasts and culinary adventurers alike, as it marries its affinity for vintage vehicles with its commitment to exceptional cuisine.
The strategy, in essence, evolves BECHER GARE into a gastronomic destination where every dish tells a story – a narrative crafted from locally sourced ingredients that pay tribute to the region's rich culinary heritage. From traditional favorites to innovative culinary creations, the menu becomes a canvas for the talent and passion of the establishment's chef, Frédéric.
Room to Scale:
In addition to the immediate rebranding benefits, this concept provides ample room for expansion. The restaurant could host classic car events, create bespoke road trip packages that weave through the picturesque landscapes of Luxembourg, and even offer luxury catering services at the destination of the road trips.
Further down the line, collaborations with classic car collectors, local farms, and vineyards could be explored, all strengthening the brand's ties to its unique blend of luxury, adventure, and culinary excellence. Each of these avenues allows for increased brand visibility, engagement, and ultimately, a unique dining experience that stands out in the competitive EU culinary scene.
By adopting this rebranding strategy, BECHER GARE transcends its traditional restaurant identity. Instead, it becomes an immersive experience that draws on the romantic allure of classic cars, the culinary sophistication of its offerings, and the unique charm of its Luxembourg setting.