gategroup
1,500+
High-loader vehicles rebranded worldwide
500+
Vehicles in the European rollout
10 mo.
To complete Europe, from acquisition
1
Platform tracking every vehicle
- Sector
- Aviation catering & logistics
- Project type
- Post-acquisition fleet and workplace rebrand
- Service scope
- Fleet rebranding
- Workplace & exterior signage
- LED installation
- BrandEye asset management
- Timeline
- From October 2021
- Europe in under 10 months
Gate Gourmet acquired Lufthansa’s aviation catering operation and inherited a competitor’s livery on more than 1,500 high-loader vehicles worldwide. The fleet couldn’t come off the road to be rebranded, and 500+ European vehicles had to be done inside 10 months.
Removing LSG Sky Chefs branding and installing Gate Gourmet’s own meant working across live, time-pressured catering operations in several countries at once — and keeping track of exactly which vehicles were done and which weren’t, across a fleet this size.
GLIMMA ran a centrally managed rollout through its European partner network, with field teams logging progress and damage assessments into BrandEye from a mobile device as they worked.
Rebranded more than 1,500 high-loader vehicles worldwide, including a 500+ vehicle European rollout in under 10 months.
A competitor’s livery on 1,500 vehicles
Following Gate Gourmet’s acquisition of Lufthansa’s aviation catering operation, the business needed to remove legacy LSG Sky Chefs branding and roll out its own identity across a large, operationally critical fleet — more than 1,500 high-loader vehicles worldwide, including vans and cars, alongside workplace branding at major airport locations.
A 500+ vehicle European rollout had to happen within 10 months, across multiple countries at once.
The fleet couldn’t come off the road to be rebranded, so the real challenge was coordinating branding work across live, time-pressured operations while keeping visibility and control over what had been completed and what hadn’t.
Track it vehicle by vehicle.
GLIMMA implemented a centrally managed rollout, coordinating prototyping, production, de-installation of the old LSG Sky Chefs branding, and new installation through GLIMMA’s European partner network.
Real-time reporting sat at the centre of the approach: field teams logged progress and damage assessments straight into BrandEye, GLIMMA’s brand management platform, from a mobile device — giving fleet managers an always-current view of de-installation and installation progress in every country in the rollout.
That visibility is what let the programme move fast without losing track of individual vehicles across a fleet this large. Not a status report compiled weekly — a live picture, updated from the yard.
More about BrandEye1,500 vehicles worldwide.
500 in Europe in 10 months.
GLIMMA delivered vehicle fleet rebranding across high-loader trucks, vans and cars, plus workplace branding and exterior signage at major airport locations including London Heathrow and Zürich. The scope included removal of the previous LSG Sky Chefs branding, spot repairs to truck bodies where needed, and installation of a large-format LED screen (670 × 1000cm) with a cloud-controlled media player at one location. Every stage — prototyping, production, de-installation and installation — was coordinated through the BrandEye platform, giving Gate Gourmet a single, real-time view of a rollout spanning multiple European countries. The rollout has continued since, with new truck branding now underway in Germany, Northern Ireland and Switzerland, managed the same way.
High-loaders are operationally critical — the rollout had to fit around a catering operation that never stopped serving.
Progress logged from the yard into BrandEye: fleet managers saw de-installation and installation status by vehicle, by country, as it happened.
Europe done in 10 months.
Operations never stopped.
Gate Gourmet completed its European fleet rebrand — 500+ vehicles — within 10 months of the acquisition, without disrupting a catering operation that serves around 300 airlines and roughly 700 million meal passengers a year from 200 kitchen units worldwide.
BrandEye gave Gate Gourmet ongoing visibility into its brand assets long after the initial rollout, turning fleet branding from a one-off project into something the business can manage and maintain over time.
The rollout has continued on the same model, with new truck branding underway in Germany, Northern Ireland and Switzerland. Gate Gourmet’s fleet and workplace estate post-rollout stands as one identity across high-loaders, vans, cars and airport hubs.
10 mo.
For the 500+ vehicle European rollout
300
Airlines served throughout, uninterrupted
1,500+
Vehicles rebranded worldwide
A rollout you can actually track
A post-acquisition rebrand at this scale isn’t just about applying new decals — it’s about de-installing a competitor’s branding and installing your own across thousands of vehicles and multiple countries, fast enough that the old brand doesn’t linger in the market.
GLIMMA combined a coordinated partner network with BrandEye’s real-time reporting, giving Gate Gourmet a rollout it could actually track — vehicle by vehicle, country by country — rather than a black box it had to take on faith.
GLIMMA continues to support Gate Gourmet in maintaining and expanding its fleet and workplace branding through BrandEye.
Global partner network. European partners coordinated centrally, so every market ran to one standard and one schedule.
Read about usM&A experience. De-installing an acquired brand and installing your own, at speed, is a known problem here.
View M&A branding servicesCentral PMO. Prototyping, production, de-installation and installation run as one programme.
View processBrandEye platform. Progress and damage logged from a mobile device in the field, visible to fleet managers immediately.
View technology