The Challenge
Dobbies had a challenging remit to significantly increase revenue from its 68 restaurants and coffee shops.
We were invited to work with the Dobbies team, to define the customer journey, improve customer communications and ultimately make it easier for customers to buy more food and drink at Dobbies.
What did we do?
- Development of restaurant/coffee shop specific propositions and tone of voice.
- Complete overhaul and redesign of menus, menu boards, POS, and digital screens utilising photography (to demonstrate the quality of the food), colour (to help with navigation), increased point sizes (acknowledging the average age of key target audience), and simplified, focussed, added value messaging throughout.
- Strategic approach applied to internal signage, differentiating between directional, promotional, ambient and statutory messaging, with appropriate design styles applied.
- Design and implementation of team incentive programmes, supporting the customer facing team to focus on increasing spend per head.
The Outcome
An 18% YOY increase in F&B revenue, and an ongoing relationship to help the restaurant business continue to grow.
