Define a strong brand positioning and then leverage it to create a Menu Vision that is both exciting to customers and viable for the organization to execute.
Success required a collaborative, inclusive approach with a focus on expanding the client’s offerings, while still honoring the organization’s rich specialty product legacy.
With a large menu, a multitude of stakeholders and years of operating without a clearly-defined positioning, it was critical to drive alignment and unify each business level across the organization.
Our client had to optimize a key part of their menu while also elevating and expanding another side of their business —an area they weren’t as well-known for.
Because the menu was so large and different stores charged different menu prices, the research was particularly challenging to design and implement.
We were tasked with developing a new positioning that would leverage the brand’s specialty product heritage while also establishing a menu vision that enables the organization to grow its share and compete successfully in other food categories.
