Bringing Fans Back

Challenge

Identifying and illuminating cohorts of lapsed fans to help our restaurant client develop a comms/experience plan that would influence behavior and drive growth.

This iconic brand faced the challenge of staying ahead in a competitive market. To drive customer growth, they needed to reconnect with loyal patrons who found it difficult to incorporate visits into their busy lives. Their mission was to not only maintain but also enhance their leadership position by deeply understanding these restaurant-goers and discovering innovative ways to deliver value.

Approach

We started with a vision to comprehensively understand the attitudes, habits, and preferences of those who frequent Casual Dining Restaurants, with a strong emphasis on engagement, and specifically, lapsed engagement with the brand. By quantitatively mapping and sizing these cohorts, we confidently identified the most significant opportunities for the brand.

Once we pinpointed the segments with the greatest potential, we immersed ourselves in their lives. This deep dive provided enriching insights into restaurant goers’ relationships with the brand and the broader Casual Dining landscape.

Outcome

Armed with these insights, we developed future-focused strategies, guidelines and guardrails that would both celebrate our client’s rich history and push the boundaries of what’s possible.