The Question:
What do you do when your concept has lost that "small/local restaurant" emotional connection with its affluent marketplace?
The Answer:
BrandStand Group developed a unique marketing program that focused on the relationship with the guest and the attempt to emotionally "reconnect" them with the brand. They also aimed to drive marketplace retrial for the mature concept.
Key Result:
Willow Street Holiday Gift Certificate targeted mail program created over 1,000 new trials in its first 3 weeks. The concept even received 50 "Thank You" notes from guests for the gift.
 New Menu
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Letter of Recommendation
...kudos to you and your staff for your recent seminar on branding and brand positioning. You folks were able to take a complex subject and make it concrete and relevant to our company. In a world of confused messages and misplaced budgets, it's good to face the competition knowing precisely who and what you are. We've always had a vision of where we wanted to go. Thanks to BrandStand, we now know how to get there. Again, thanks for helping Willow Street take its stand.
Ed Rathmann, Aug 2002 CEO, Willow Street Pizza
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