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