GUESTS UP 20%
> Revitalized Brand
> New Culinary Offerings
> Menu Engineering
> New Marketing Strategy
> Improved Customer Experience
Guest traffic trends had been declining for two years at the (then) 25-year-old rotisserie chicken chain. The new CEO was compelled to raise guest counts but could budget only $75,000 per-store to fix existing problems. He hired Results Thru Strategy in early 2009 to advise on ways to boost traffic and sales.
After the assessment, RTS culinary and operations teams launched a plan to improve the customer experience without increasing prices. To that end, they replaced the stainless steel pans in the pilot units with colorful pots; switched out plastic plates in favor of melamine; and introduced real silverware. Our marketing team re-branded the concept as America’s Kitchen Table.
We then helped Boston Market officials explain the re-branding effort and operational initiatives to employees in a chain-wide series of Impact Meetings. We wanted employees to understand the development and execution of the new positioning and creative intended to bring the focus back to rotisserie chicken.
During the media supported pilot-test in a South Florida market, guest-counts climbed 20 percent — a figure that was sustained for five months. Yet the bigger story today is the units are still maintaining positive comps four years later, and the new CEO still supports America’s Kitchen Table.
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