Production and ownership of this video courtesy of Donuts Inc. Copyright © Donuts Inc
For Lori and Scott Harlig, co-founders of Amici Catering, their story reads “A pinch of friendship, a dash of timing, and a whole lot of restaurant experience combine to create a recipe for love.” (http://www.Amici.catering).
In 2007, the couple launched Phoenix-based Amici Catering using the domain name -AmiciCateringAZ.com. “It was really long and really bothersome,” recalls Lori, 52. “It was as troublesome for other people to write down as it was for me to tell it to them.” Not a great match for a company whose slogan is “Real Food Made Simple.”
Late 2014, Amici Catering decided to rebrand to Amici.catering, which easily communicates who they are and what they do. The company, which now employs eight full-time employees and two dozen contractors, whipped up about $500,000 in revenue last year. It fields about 60 calls a day, and, inevitably, curious customers will ask about the website name.
“There’s a perception that it’s very modern and current,” says Lori. This is another example where the new domain extensions (TLDs) caters to a ever expanding base of new businesses as well as many existing businesses in dire need of rebranding.