I thought something was different the last time I ate at a Submarina sandwich shop. It seemed brighter and cleaner, with improved traffic flow from the order station to the cash register. It was obvious the place had been redesigned, and for the better.

But the story behind the makeover is something every retailer should read. It shows how important and powerful branding can be. From the logo to the wall menu to the sandwich wrappers, the design firm Submarina hired analyzed every aspect of the chain. It also used focus groups, learning that passersby often thought the old logo indicated a seafood joint or marine-supply store. Read the before-and-after to learn what changed and why.

The impetus for the makeover was the fact that many potential investors wouldn’t finance Submarina’s plans to go national. Why? Because they thought the shops “suffered from bland décor and a confusing menu.” Fortunately, the guy in charge finally realized he needed help, which is why he hired the design firm. It cost $250,000 but it lead to 24 percent annual sales growth for the renovated shops, up from 7 percent before the renovation. And commitments for new franchisees are way, way up.

A retail makeover doesn’t have to cost a quarter-million bucks. I’ve seem done for about 2 percent of that, or $10,000. Even the simple act of moving the cash wrap from the front of the store to the rear can make a huge difference in customers’ browsing behavior. Take a look at our Store Planning Primer for some ideas. Think long and hard about how a simple redesign can help you retain customers. Unlike Submarina, you don’t need to spend a lot of bread.