The Situation.
Restaurant chain had declining beverage sales despite growth in their overall business.
Overwhelming drink menu that suffered from an Overtilt of too much innovation and lacked a balanced approach for guests.
Lacked a cohesive beverage marketing plan that drives trial and incidence.
Breadth of current innovation impairing the bartenders ability to focus on speed of service and creating a bar vibe.
Objectives.
Provide a roadmap to success to drive LBW sales.
Reinvigorate the bar and beverage program with purposeful product innovation across liquor, beer and wine.
Develop an integrated operational rollout plan that enables platform to resonate with team members and consumers.
Effective marketing and merchandising plan that drives trial, incidence leading to incremental sales.
Plan Components.
Overall LBW business assessment to include sales + margin, PMIX, Daypart and week part.
Operational interviews with key stakeholders.
Marketing research review of current marketing plans.
Comprehensive bar and beverage research to drive purposeful innovation.
Develop new bar and beverage manuals to drive consistent and maniacal ops execution of the right bar vibe.
The Results.
Program components In progress.
To date received senior leadership support and approval of research and assessment completed thus far.