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Restaurant platform Dimmi rebrands to TheFork

Rebranded as TheFork, the company will continue to encourage diners to explore new flavours.

Australian-founded and now TripAdvisor-owned restaurant research, review and booking website Dimmi has been rebranded as part of a major technology upgrade, with the service now known as TheFork in line with a vertical integration with its international counterpart.

A new colour scheme has been applied to the brand. A newly developed website will feature foodie photo galleries aimed at the discovery of new flavours along with new modern fonts to reflect the rebrand.

In addition to the name change, the upgrade includes a new logo and smartphone apps optimised for both mobiles and tablet devices. Marketing timed with the rebrand will include a national television campaign to entice new users, which will soon roll out across screens nationwide as well as digital marketing in the form of emails and social amplification.

The brand’s twice-yearly ‘Restaurant Month’ half-price dining initiative will also be renewed with a huge array of discount dining offers launched at restaurants around Australia.

Overseas, TheFork is currently active in 10 European countries and caters to more than 19 million users each month. It features over 500,000 restaurants across the continent and features reviews from more than 12 million diners.

“Our new brand isn’t just a logo and name change; it will be at the heart of everything we do. Now part of TheFork, we’re more focused than ever on bringing diners and restaurants together for new dining discoveries,” Managing Director Jared Chapman said.

“We’re committed to helping restaurateurs build their businesses by attracting new customers, digitally managing their diaries and retaining existing clientele.”

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