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Challenge
The client is one of Canada's leading restaurant chains. Seeking to maintain
the success and distinctive positioning that it had enjoyed for many years,
the client wished to explore among customers and non–customers their
impressions of the service experience, food offerings, and restaurant
layout in order to learn what it was doing right and where there might
be room for improvement.
Strategy
As a first step, we recommended conducting focus groups among both existing
and target customers to identify the type of service experience and foods
expected from a restaurant with our clients brand positioning. Next, we
took customers to a number of our client's restaurants and asked them
to evaluate layout, flow of service, the service experience, and food
offerings.
Results
Our research identified that a number of the food offerings did not match
the client's brand positioning, and in fact may have been detracting from
that positioning. The research also suggested that the positioning of
menu boards was serving to impede the flow of customers through the restaurants.
Using findings from the research, the client made a number of menu and
design changes to improve restaurant flow and strengthen their brand positioning.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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