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RESTAURANT CHAIN PROJECT 

The client is a catering business with a restaurant chain that offers prepared and ready-to-eat meals at affordable prices. The client's objectives were to reposition their brand and offerings and to increase profitability. The consulting project had total duration of 12 months and comprised of two phases. 

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During the first diagnostic phase (3 months) the business case was constructed, through market and business analysis, revising the existing marketing, commercial and operations strategy and constructing the new corporate identity.

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The second phase included the oversight of marketing and operations plan execution, performance assessment and weekly and monthly progress reporting.

The second phase included:

  • the restructuring of current organigram and  creation of full job descriptions eliminating gray areas of responsibilities and priorities

  • the revision of company's brand essence and mission 

  • the construction of a full commercial plan for year 1, including clear strategic priorities, important milestones and actionable directions.

  • the construction of a full communication plan based on a full re-canvassing of market's micro-target groups improving both content and focus based on their respective needs.

  • the optimization of stores' locations and harmonization of their respective brand identity.

  • the significant improvement of delivery service.

  • the revision of pricing policy aligned with the new strategy.

  • the creation of SOPs and respective assessment tools in order to monitor performance by selected KPIs strategic filters.

  • the oversight of marketing and operations plan execution, performance assessment and weekly and monthly progress reporting.

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 Achievements
All yearly targets set were overachieved by the first semester. By the end of the eighth month, significant increase in sales and profitability was noted while through the communication initiaves we proposed, the brand became appealing to new market segments. 

More specifically we managed to:

  • Increase Traffic by 6%

  • Increase Sales by 36%

  • Turnaround profitability into positive double digit figures.

  • Successful opening of 3 new stores.

  • Significant improvement of employees' engaging score, introducing at the same time a fair bonus scheme rewarding exceptional performance.

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