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Bertucci’s redesigns for a younger generation

With guidance from SapientNitro, ads go digital

By D.C. Denison

 |  Globe Staff  

  April 16, 2012

How does a familiar, family-oriented restaurant chain shake off middle age and become cool enough to attract the digital generation? It puts its executive chef into a cooking show on YouTube. It changes music played for patrons to contemporary pop. Instead of 95 cookie-cutter outlets, each restaurant is made to feel like a local business. Booths are phased out in favor of open tables, suitable for hanging out, and so-called “small plates’’ are served to encourage sharing.

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