From entrance to exit
The path to purchasing has changed forever. Recalibrate Strategies knows branding, brand relevance and brand ambassadorship. We can point your brand in the right direction.
“It’s abundantly clear that you have been a key architect
responsible for bringing a vision that has quite literally
changed the face of this company. It has been a pleasure
working alongside you to see that vision become a reality.”
Retail & Restaurant Case Studies
Finding Your Self
A casual dining concept leader had lost its leadership position and was viewed as no different than the broad category of casual dining options.
An extensive brand positioning initiative was launched. Market and competitive intelligence was gathered. Focus groups and in-depth interviews were used to understand current brand perceptions and what emotional connections could be established. A large-scale customer and trade area study was undertaken that identified the brand drivers and what it would take to attract and retain new customers and increase visit frequency of current customers. Worksessions with internal stakeholders were held to develop the brand platform and how the brand elements should be brought to life throughout the organization.
A new brand strategy was introduced. Menu re-engineering was initiated so that all menu items fit the brand strategy and the preferences of the customer. An evolution of the concept was developed and tested resulting in a 17% increase over any other store sales. Traffic erosion stopped and the brand held its own throughout the economic slow down.
Understand Generation Differences
A large retail company anticipated untapped opportunity across generations in how close groups of female friends celebrate special occasions.
Peer discussion groups provided a very intimate look into how women celebrate together. Encouraging the friends to describe one another, roles, relationships, and emotions, new ways to celebrate and honor in each other on special occasions were quickly uncovered.
New product and merchandising strategies that help women celebrate were developed and tested with the winners introduced into the retail store.
Stopping Sales Decline
A QSR restaurant chain had been in decline for some time. Trends showed a clear expectation for greater variety. Customers agreed.
The work began with a thorough scan of competition, as well as food trends. This work was followed by a highly collaborative disruption session to develop game changing ideas. Quantitative research and interactive scenario planning were used to test the multitude of ideas.
New product and service concepts were rolled out. Areas of expansion included new proteins, new sandwiches and new combination offerings. Erosion of sales stopped and new individual items continue to be introduced and evolved to optimize sales.
Mixing It Up
Core customers were satisfied with the restaurant concept; however the concept as it stood held little appeal for younger generations or ethnic groups. The opportunity to update the concept was appealing to all customer populations.
Based on the areas of interest and need, the restaurant and retail staff came together to generate ways to update the concept.
The menu was stratified based on high potential segments which resulted in visit frequency increases. A new concept opportunity for ethnic populations was also identified.