Tuttons

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Challenge

Tuttons is one of the oldest brasseries of Covent Garden piazza. Despite its  prime location besides The Royal Opera House, Tuttons had begin to loose its way- its personality was confused, its reputation need a resurgence and cmpetition was fierce. The challenge in 2011 from owners Covent Garden Restaurants was to define the brand and a potential growth strategy.



Approach
Brand Essence ran a series of brand workshops with consumers and internal staff.

Tuttons legacy provided rich territory for reviving this brand and living out a rejuvenated Brand Essence, namely,

A taste of London's finest:

Theres ony one piazza. There's only one Tuttons.

The insight unfolded that Tuttons strength lay in its unique location and that should be central to its proposition. The growth would therefore come from investment in the one site as the brand did not show potential for further sites.

A brief borne out of the piazza and Tuttons history as the brasserie of  'yester year' was provided to lead a design pitch/review, menu review and significant capex investment.



Achievement​​​

CAPCO and Covent Garden Trust agreed to invest £2million in Tuttons and the new Tuttons opened in Dec 2012.

The site thrives in attracting tourists, business people and destination diners alike delivering excellent ROI and annual LFL growth. CAPCO awarded CGR with a 100 year management and ownership lease to the rennovated building.