The Rebrand

Current Perception of Dough

Pizza place
Sports bar
Not as cool as The Backyard
Family spot
A place to eat Friday and Saturday nights
Little identity

What’s Not Working

Sales too low
Labor high (currently running minimal staff)
Lower quality staff due to lack of sales/tips
Name is limiting: Gluten! Only pizza is served
Front and back offer the same products

Goal

We learned people don’t eat pizza everyday and the current brand is simply pizza.  We are rebranding Dough to better reflect a chef driven / scratch kitchen experience up front, a lively social yard out back, and collectively a destination rooted in Wheaton’s history and focused on community.

The Chef’s

Todd Davies - Owner of Cadence Kitchen (Downers Grove)

Chef Ian - Todd’s Sous Chef at Cadence

Chef Dustin - Current Kitchen Manager at Dough

Too many cooks in the kitchen?
About time!

Todd is a partner and on going consultant to Front Street Kitchen. He is the master mind behind the menu leading his chef (Ian) to train our chef (Dustin). Dustin will remain our day to day chef with the support of both Todd and Ian.

Core Brand 

A modern public house built around the idea of a shared “Yard”—a place for food, drink, music, sports, and community.

Front vs Back Philosophy

  • Front = Comfortable, accessible, quiet(er)

  • Back = Casual, loud, playful, communal

  • Side = Outdoor, entry, beer garden

Update Dough Space

  • Minor cosmetic updates

    • Remove (4) TVs up front (complete)

    • Add large projector (complete)

    • Add curtains (complete)

    • Upgrade backbar (complete)

    • Add more TVs in Backyard

    • New signage on the patio that directs to front and back

    • Beer lines different from front to back

    • Different menus front and back

  • Major updates

    • Add booths facing bar

    • New signage on Front St. (On building and over gate)

    • Extending front bar

    • Kitchen redesign

Rollout new menu 

  • Investor Night April 30th

  • Public Rollout May 4th