The Situation.
National casual dining chain known for its cocktail program had a gap in its portfolio for an emerging spirit brand.
Spirits company had the opportunity to develop programming to provide restaurant with a program to fill the gap in the portfolio.
Spirits company needed help to curate a program the would work within the beverage, operations and marketing aspects of national casual dining chain.
Objectives.
Evaluate restaurant’s current spirits program.
Create innovative, relevant programming on behalf of spirits company to present to the restaurant to sell more spirits.
Prove the new emerging spirit brand has a relevant place in national dining chain that fits within the current portfolio and is relevant to their guests.
Plan Components.
Comprehensive evaluation of current beverage programming.
Well thought out turnkey programming tied to spirit company’s key product.
Leverage the key components to the program that includes, promotion, activation and employee engagement.
Develop a campaign that can be replicated nationally.
The Results.
Key leaders at spirit company overwhelmingly approved approach and plan.
Plan presented to key restaurant franchise stakeholder and the brand who both approved plan.
Created multi-faceted campaign to be rollout out this summer.