Brand Tone

Friendly and Welcoming, Nostalgic and Traditional, Authentic and Local, Unpretentious and Casual, Community-Oriented

Brand Values

• •Tradition & Heritage
• •Value for Money
• •Quality & Consistency
• •Community Focus
• •Authenticity
• •Ohana (Family)
• •Aloha Spirit

Best Practices

• •Embrace Aloha Authentically: Use Hawaiian words like Aloha, Mahalo, Ohana, and ʻono where appropriate and natural, reflecting warmth and local culture. Avoid overusing them to the point of caricature.
• •Highlight Heritage and Tradition: Regularly reference the 1961 founding, family ownership, and the consistency of recipes. Phrases like Since 1961, A taste of old Hawaii, Just like we've made it for generations reinforce this.
• •Keep it Simple and Direct: The language should be unpretentious and straightforward, mirroring the no-frills dining experience. Focus on the food's taste, heartiness, and value.
• •Foster Community Connection: Address customers directly and inclusively. Share stories that emphasize community support and shared experiences. Use user-generated content (with permission) to show real people enjoying the food.
• •Be Consistent Across Platforms: While the style might vary slightly (e.g., more visuals on Instagram, more direct interaction on Twitter), the core tone—friendly, nostalgic, authentic, and community-focused—should remain consistent everywhere.

Social Perception

Iconic Landmark, Comfort Food Destination, Nostalgic Favorite, Reliable and Consistent, Authentically Local Experience, Community Pillar

Copy Examples

• •Instagram Post (Image: Mix Plate): Fuel your Aloha Friday! 🤙 Our classic Mix Plate – BBQ beef, boneless chicken, and fresh mahi mahi, just like Grandpa Ifuku made it since '61. Two scoops rice, one scoop mac salad, all kine grindz! #RainbowDriveIn #HawaiiEats #PlateLunch #Since1961 #ComfortFood
• •Facebook Ad (Targeting locals & returning visitors): Missing that taste of home? Rainbow Drive-In has been serving up your favorite plate lunches for over 60 years. From our famous Loco Moco to the original Chili Plate, get your comfort food fix today! Order online or visit one of our Oʻahu locations. #RainbowDriveIn #LocalFavorite #TasteOfHawaii #OahuFood
• •Website Banner (Homepage): Rainbow Drive-In: Serving Hearty Hawaiian Plate Lunches with Aloha Since 1961. Experience a true local tradition.
• •Twitter Post (Engaging question): What's your go-to Rainbow Drive-In order that always brings back memories? Share your faves! 👇 #RainbowDriveInMemories #HawaiiFood #PlateLunchTradition
• •Merchandise Email (for RainbowTiki): Wear your Aloha! 🌺 Shop the official RainbowTiki store for exclusive Rainbow Drive-In tees, hats, and our famous chili mix. Take a piece of Hawaii home with you. Link in bio! #RainbowTiki #RainbowDriveIn #HawaiiMerch #AlohaWear