BRAND DNA WORKSHOP (full day)
Brand is everything, and everything is brand. It’s the sum total of a customer’s perceptions and feelings about the organisation. Anything that imbues meaning into the guest’s experience builds, or destroys, that equity.
This full day workshop session is a search for the truth, to discover the very origin and essence of what your brand is all about.
What do you want to stand for? What do guests think you stand for? How do we ensure everyone in the organisation understands your brand so it infuses all parts, across all departments, to teams and individuals, and every single guest touchpoint. How do you bring a relentless consistency and coherence to all that you do?
The output is a set of guiding brand principles to bring clarity and alignment to the entire operation of the business.
VAN WESTENDORP PRICE MODEL
How do you price your menu, do you finger-in-the-air it? Do you compare and contrast against your direct competitors and find a median spot? Or do you simply cost plus it and add a percentage on top of your COGs?
You’re not alone, but this is missing the most important element in the equation; the guest.
We use the Van Westendorp model to research your guests and find the true opportunity ceiling of your pricing, and then provide you with recommendations for price changes, as well as thoughts and ideas to maximise your revenue and profit streams.
Join the likes of Gusto Italian and Comptoir Libanais who all found hidden profit in their menus.
SALES MIX ANALYSIS
Are you clear about how your dishes perform and what delivers you your profit, or indeed is holding you back? How do you plan for menu changes and expected gains and losses, and what are the net annualised effects of planned amends?
We take data extracts from your POS and build you a bespoke sales mix model, giving you a whole new viewpoint into your menu performance.
We then build Star/Dog models to allow your marketing and BOH teams to quickly identify dishes to push, dishes to re-engineer, and dishes to ditch.
We’ll leave you with your new tools as legacy products giving your teams a better handle on how to plan menu changes and maximise profits going forward.
BRAND TOUCHPOINT ANALYSIS
A brand is only effective if it is coherent across every part of the guest journey. But how in depth do you know your entire guest journey, and how well is your brand infused across every touchpoint? Is it aligned and is it working as hard as it could be?
We carry out touch point audits to bring clarity to these questions, and run guest journey workshops with you to provide clear actions to bring alignment to your proposition, enhancing your overall brand experience.
Join the likes of Wright & Bell who saw benefit in Brain Fuud bringing focus and coherence to its propositions and marketing activities.