With • Case Studies • Food & Drink/Hospitality/Brand Redirection • Fire & Stone
Fire & Stone
Fire & Stone
Challenge
Fire & Stone appointed Brand Essence to provide brand clarity and vision for their portfolio of brands, the priority being Fire & Stone. With a blend of very profitable and unprofitable out of London sites, the challenge was to understand their tru brand esence and market differential which was being tested in cities where footfall and eating out was less frequent than the West End.
Approach
We ran a series of brand workshops with customers and staff to focus on the key brand drivers and establish that "International Flavours" derived from 'daily fresh igredients' was king not Pizzas from around the world. Following approved capital investment from the primary owner David Coffer, we focused on relaunching the Oxford site and proved the brand exerience in the toughest environment.
A 2 year Brand plan was then developed and executed to address:
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Service delivery / Living the brand
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Design blue print
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Product development
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Menu rationalisation
Achievement
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Oxford turned to profit in 6 months
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2 new sites were acquired under blue print: London & Portsmouth
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LFL sales has been sustained to 2013 with an 'Exit sale' in hand.
“Lindsay has a superb way of pointing out the uncomfortable truths when strategy is not working and coming up with affordable, viable and successful solutions. During her consultancy she also led the process of the recruitment of a head of marketing for the business who subsequently became Marketing Director.”
Hugh Fowler
Managing Director
Fire & Stone
