The Challenge: This once hugely successful chain of Aussie-themed bars had lacked long-term investment and lost much of its authenticity. It was attracting the ‘wrong’ type of customers, damaging both its venues and its reputation.
The Result: I focused the Executive Team on the complete guest experience based on new, female consumer insights. The resulting strategy was based on new audience and estate segmentation, with plans for a new brand identity, interiors and menus. This was underpinned by a more strategic, more responsible social-media led marketing plan. Subsequently, daytime trade doubled, food sales trebled and dwell times increased significantly, and the business was able to secure significant capital funding. You can read more about this transformation in the Peach Report, here.