Jeff”s Gourmet Sausage Factory

Jan 31, 2009   //   by Michael   //   Identity, Market Research, Portfolio  //  Comments Off on Jeff”s Gourmet Sausage Factory

Jeff's Gourmet LogoServices


  • Market Research
  • Brand Analysis
  • Online Engagement Analysis
  • Positioning
  • Implementation Strategy

Situation


Jeff’s Gourmet Sausage Factory is a successful, decade-old restaurant within the Kosher fast casual category in Los Angeles. The client has aspirations to expand his business and better understand his brand, his consumers and his opportunities for evolving his customer base beyond the Kosher demographic.

Action


We conducted an intensive phase of market research to pinpoint key brand drivers and opportunities for expansion. Primary research included on-site visits to direct and indirect competitors; surveys and interviews with management, employees and customers; and analysis of competitor menus, websites and online marketing tactics. We conducted secondary research to understand the restaurant industry, reveal market trends, and re-position the brand in relation to its competitors.

Outcome


Our research indicated that management needed to reposition its brand message in order to align with its main revenue drivers. We also discovered that, with mostly repeat customers, the business had plateaued and the brand had become stagnant. Moreover, our findings suggested the creation of a kids-friendly menu and placement of in-store branding as most beneficial to reenergizing the brand. It also pinpointed the existence of loyal followers on sites such as Yelp, Facebook and even Twitter who are unengaged by the Jeff’s Gourmet brand online. Given this finding, and the brand’s overwhelming popularity as a teen and college-age hangout spot, we recommended a targeted social media marketing strategy as the optimal next step in expanding the vibrant and engaged customer base. We are currently integrating these findings into the next phase.

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