As many of you may have heard, Hostess, the maker of Twinkies, Ho Hos, Wonderbread, and many other food products we all know and love, has filed for bankruptcy. Hostess, who also filed for bankruptcy in 2009, has been fighting $860 million in debt. But do not run out to your local grocery store and stock up on all your Hostess favorites yet, Hostess has assured customers that they will continue the production of all of their delicious products.

So where does the future lie for the Hostess brand? Although filing for bankruptcy may be upsetting to the millions of Twinkies, Sno Ball, and Ding Dong fans, it is likely that it will not hurt the Hostess brand. As Maureen Farrell from CNN points out, today the internet allows people to buy anything they want and people want products made by iconic American brands, Hostess being one of them. Companies recognize this demand, and are eager for the opportunity to buy brands such as Hostess. They see an opportunity for growth and hope to revitalize iconic brands with the development of new consumer products. Companies such as The Sharper Image and Polaroid have both been revived by buyers who have expanded the brand to new areas to bring in more money.

I feel that filing for bankruptcy may be a blessing in disguise for the Hostess brand, as it may lead to much overdue change within the brand. Hostess, which was started in 1925, does not seem like it has changed much since. With society’s needs and wants constantly changing, a brand must also change to fit these new demands. Although Twinkies, Ho Hos, and Sno Balls have brought great success for the brand, I think new products or new additions to existing products are needed to draw customers. The Hostess brand is strong and the American people know what the brand stands for, but with new products being put on the market every day the Hostess brand has a lot of competition. Today the new, innovative products are the “must haves” and are usually the products that are craved by consumers. If Hostess can mix things up and give old products a new twist, it may once again produce “must have” treats.

Contributed by Keena Classen

Mascots are generally likeable characters. Familiar faces like Tony the Tiger and Ronald McDonald often hold a nostalgically happy place in the memories of most Americans.

But let’s be honest – who ever really liked the Noid?

Domino’s Pizza’s short-lived, floppy-eared mascot is making a present-day comeback after a retirement that’s lasted for 23 years. The popular pizza chain is using the Noid to promote an online game on Facebook, stylized to resemble an arcade game from the 1980s, in which users with the high score can win a free pizza every minute.

Domino’s recently garnered a lot of attention for its brutally honest television commercials that aired nationally during the last year and a half, in which the company promised to reinvent itself as a pizza chain. The ads featured consumers openly complaining about the company’s pizza products, followed by various Domino’s chefs and supervisors who demonstrated how they had improved their pizzas with better ingredients and techniques. The campaign proved successful, as Domino’s experienced a historic quarterly gain in the following year.

It’s strange, then, that Domino’s would revive a long-forgotten mascot at the height of its own revival. The T.V. campaign was successful in re-branding Domino’s from a mediocre fast-food restaurant that makes “pizza that tastes like cardboard,” into an honest, committed company that goes to great lengths to listen to the concerns of its customers.

So why hearken back to a time where there was no glory – when all Domino’s had to distinguish itself as a pizza brand was a cackling little man in a red jumpsuit? After all, the Noid was intended to be an annoying creature that represented other pizza competitors; ironically, it became known as the Domino’s mascot instead.

The online promotion is clearly trying to cash in on a blast-from-the-past moment with the 1980s-themed novelties. However, Domino’s should think critically about how it wants to brand itself from here onwards. The company has made remarkable strides in less than two years’ time in reestablishing itself as a reputable pizza brand, and it needs to continue that momentum instead of interrupting it so abruptly.

One can only hope that, when the promotion is over, the Noid will hop back its way back into the past where it belongs.

Contributed by Allison Meeks

From new sizes to a new logo, the Starbucks brand has seen many changes in the last year. Following the introduction of wine and beer to its menu options, Starbucks has also extended its food offerings.

Starbucks is introducing a line of “ bistro boxes,” in snack and entree sizes, priced from $4.95 to $6.95 and all under 500 calories. The initial entrees are chipotle chicken wraps, sesame noodles, chicken lettuce wraps and salumi and cheese. The new menu items reflect a ramped-up emphasis on food at Starbucks, which has generally focused on breakfast sandwiches and pastries.

From booze to bistro boxes, Starbucks has moved far beyond the classic cup of joe. The Starbucks brand started with a focus on coffee. Baristas were trained in coffee knowledge and served high quality coffee due the strict control over the quality and processing of the beans. Aroma, atmosphere, flavor and store design stimulated all five senses and contributed to an overall “Starbucks Experience.”

Though food items are nothing new, previously served pastries acted as complements to the coffee. As the menu at Starbucks keeps growing, edible items are standing out on their own. I don’t want to wash down my chipotle chicken with a vanilla latte. Add other innovations such as books and music to the mix and it’s no surprise  Starbucks dropped the word “coffee” from its name and logo.

New ideas and expanded menus don’t appear to be a problem for Starbucks loyalists. With corporate restructuring plans in place and new stores opening in India and Vietnam, expansion of the Starbucks brand doesn’t seem to be slowing any time soon.

There is little to assume from an ordinary brick warehouse in NoDa, but upon entering Amelie’s French bakery & cafe, one is immediately transported into an artfully eclectic atmosphere with Parisian flair. Not only does the bakery keep its doors open 24/7, but the owners also pay careful attention to supporting the city’s resources. The Amelie brand is tied specifically to Charlotte, a refreshing distinction from the mainstream coffeeshops. They brew locally roasted Dilworth coffee, and employ pastry chefs from Johnson & Wales University, the culinary school in downtown Charlotte. It doesn’t hurt that one of the owners is a native of France, adding an authentic French vibe to the brand.

The cafe offers an atmosphere like no other in the area. The “shabby-chic” interior with handmade chandeliers, maps of old Paris, French music, and bejeweled statues inspire a world of imagination. The quaint ambience draws a diverse crowd for friendly conversation, study, relaxation, and refreshment. It’s a place where you could spend hours and not realize it. Amelie’s sets itself apart by creating a unique brand experience that satisfies the senses of sound (music), sight (decor), and taste (cuisine). As a result, the hustle & bustle is a testament to the cafe’s popularity and brand loyalty among locals.

The food and drink constitutes an array of handmade pastries, sandwiches, soups, drinks and espresso made in the European tradition. In February they offered “éclair your love,” an opportunity to personalize an éclair for that special someone. In a nutshell, Amelie’s is kind of like Starbuck’s foreign exchange student. It’s a brand that embodies French culture, and emits an unassuming amount of charm.




In my opinion, this is one of the best places to hit the Queen City- great food and atmosphere with a successful brand presence. I vote Amelie’s as my favorite spot in Charlotte. Don’t miss out on this gem of a bakery! Located on the corner of 28th St. in NoDa, or a mini-version on Tryon St in uptown. http://www.ameliesfrenchbakery.com/

Amelie’s French Bakery & Café
2424 N. Davidson St.
Charlotte, NC 28205

Contributed by: Emily Hassell