Nostalgia is one powerful emotion to appeal to, but works only when used wisely.
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Brotherbird were known to have closed for one entire year in light of the pandemic last year. Some people, including myself, were worried about the future of their store.
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It seems like they’ve taken a step back to reflect on the operations before they put a cap on it in April 2020, evaluated what worked and what didn’t, and came back stronger.
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Before they closed, they did away with the Mochi Donuts with Softserve, a mainstay that was a crowd magnet, whether you were a regular or an acquaintance. They traded it with some honey toasts and gelati, which felt like a step forward too fast.
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This time, they brought it back to what worked for them and even paired it with 2 other variations (ie waffles with softserve & fried croissants with softserve). Let’s get one thing straight though - there was nothing inherently wrong with what they did last year.
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Yet, many can admit that that, in contrast to this, pointed to a pace of the brand’s evolution that was easier for the crowd to follow and appreciate.
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They still kept some of the new, which can be found among their savoury mains. They had found the perfect balance of bringing in the new and retaining the classic, which teems with nostalgia.
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I’ve been back twice now, and it’s full house on both occasions. A lot of items are sold out with 2 hours to go to closing time. It’s as though they never left or closed shop.
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They’re one of the few examples of F&B establishments that have tapped on the concept of nostalgia perfectly. All I can say at this point is: I’m happy they’re back.