Life tastes good at Chef & Brewer

Challenge

With the rise of casual dining outlets, independent gastro pubs, supermarket dine-at-home deals and home delivery networks….it was no surprise that Chef & Brewers portion of the food and drink pie was getting smaller. Should we ‘go cheaper’ and try to drive volume by appealing to a lower affluence demographic?

Insight

Our data-driven segmentation proved a need to stay premium and appeal to all targets. More affluent guests would walk if the experience went down-market. For less affluent customers, Chef & Brewer is their ‘trade up brand’ for special family occasions. They want value but don’t want cheap and nasty!

Idea

We introduced “Where Life Tastes Good” as the new brand proposition; bringing a modern British country, rose tinted beauty to the service style, the menu’s and all communications.

Results

From double-digit decline to double-digit growth within a season.