James Hurman in Queenstown restaurant rebrand

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Seven years since Rata restaurant opened in Queenstown, owner Mayfare Group, led by restaurateur Fleur Caulton and chef Josh Emett, is soon to open its ninth restaurant while also undergoing an agency rebrand to the Go To Collection. 

Caulton said: “Due to the business’ rapid growth and success, it became evident a rebrand was the next logical step. The concept began in March as a way of redefining the internal corporate businesses so that all staff — down to the kitchen porters and wait staff — felt connected to the business and wanted to invest in the core values.”

The group worked with local talent from start to finish. James Hurman from Previously Unavailable led the initial brainstorm and Queenstown-based design agency Feast Creative led the brand creation and development, as they had done for the initial launch of Go To Collection’s fast-casual restaurant, Hawker & Roll.

“James Hurman led the initial brainstorm and Queenstown design agency Feast Creative led the brand creation and development.”

Caulton, who has more than 20 years’ experience in the hospitality industry, was a main catalyst in the group’s expansion and lead the rebrand project internally, acting as a link between the staff members and the board when it came to marrying business goals and values.

She says the group’s rebrand and expansion is all part of their ambitious plan to grow to more than 100 restaurants, locally and globally, by 2028.

“We’re passionate about creating a world where people’s go to’s are healthy, exciting and sustainable for our communities.

“We are transforming the fast-casual dining space in New Zealand and aim to create adventurous food experiences, made accessible, comfortable and fun with high-quality food and better-for-you takeaway options delivered with exceptional quality and care.”

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