STAND OUT FROM THE CROWD
Following our initial evaluation of the student / young adult market (see BUSINESS INSIGHT example) we were asked to develop a detailed and compelling retail concept aimed which could be rolled out into a number of Scream student sites (and others). Following Board approval, we were briefed to roll out the initial sites touching every aspect of the concept all the way to completion and initial trading.
What We Did
We developed briefs for all elements of the Common Room concept including Drinks, Food, Service, Marketing materials and Environment / Facilities. We created a Design brief and worked with 3rd party designers to create a unique over proposition.
Our approach was extremely “hands-on”, working with both internal and 3rd parties to touch every detail of the proposition.
This included sourcing a range of distinctive craft beers (and setting up supply chain and pricing / margin matrix), developing a street food inspired menu, creating a comprehensive range of marketing materials and launch activities, working with signage companies to create a flexible signing approach, agreeing the service journey and training and more!
We worked closely with all the internal teams in the sites to ensure that they understood and bought into the values of the concept and how they would deliver this with confidence and enthusiasm. We worked tirelessly on site during the initial developments to ensure that they opened on time and budget with every detail in place.
Finally, we pulled together a detailed and comprehensive retail summary which was used to brief and roll out subsequent developments
Following the successful trading of the initial sites, the concept has been rolled out across the estate with great commercial results. It was short listed for the Publican awards, new concept of the year for 2015, achieving highly commended runner up.
Take a Look