Case Studies

Restaurant

Situation

A casual dining concept was concerned about getting lost in a sea of other casual dining restaurant competitors. The Chain wanted to look beyond the current position of their brand and discover where opportunity existed for it to break away from the pack and make itself truly unique.

Process

Through a series of discovery and assessment phases, Market Directions was able to provide the Chain a rich profile of customer segments and core competencies that set it apart from competitors. Market Directions worked closely with the Chain to develop a Brand Strategy that identified the core brand elements to focus on and gave them a set of formal brand alignment guidelines that ensure consistent, brand-centric decision making across all areas of the organization.

Results

With a better understanding of who its core customers are and the brand positioning needed to resonate best with these customers, the Chain and Market Directions were able to develop a strategy that has led to the introduction of visit-increasing radio and TV advertising. They were also able to build customer/team member interaction that has resulted in increased levels of customer loyalty, and are rolling out a prototype concept that differentiates the Chain from its competitors and actively communicates its core brand elements, further strengthening the brand.