THE TALKING SPOONS II Altogether Creating A New Business Model & A New-age Brand To Future-proof The Business’ Reason To Exist.
Hospitality & Food-tech
Sam & Andy’s’ Expertise Used: Brand Strategy I Brand Naming I Brand Identity Creation I Digital Asset Creation I Sales Pitch Drafting As Per The Persona Mapping
B2C
Case Study in Brief:
– Category: Hospitality, Catering Services & Cloud Kitchen
– Years of Operation: 39 Years
Problem:
- A known premium wedding caterer, with 35 years of legacy, was losing business traction, not because of competition, but because the cultural & societal codes around the big fat Indian wedding started changing swiftly.
- The question was – where the next growth is going to come from?
- How do we future-proof the business with the core equity of catering, event management & hospitality services?
- How to change the game to be ahead of the category dynamics and new well-funded brands & food start-ups?
Strategy:
- Sam & Andy through its in-house research, identified the new trend in the society & culture to build on the business in a new way – the growth of “HOUSE PARTIES”.
- Built the right of passage for the new brand [with the same business expertise of cuisines & master cooking] to succeed in this new market segment without disturbing the legacy business of catering.
- Created completely a new brand with new conversation that translates into transaction; with a new tone & manner; language of sales; servicing codes for the discerning elite and their mindsets; a sense of exclusivity though targeting a wide range of audience; a new brand identity & symbolism.
- Strategized a conversational & culturally rich positioning for the new brand in the cluttered & competitive space that nudged a compelling reason for the diverse sets of audience to choose the brand over others.
Solution:
- Sam & Andy arrived at the brand positioning through a thought-through well-researched process. The positioning being arrived at – EXCELLING THE ART OF SILENT CONVERSATION!
- This powerful positioning led to the crafting of a New Brand “THE TALKING SPOONS”.
- The brand identity was designed.
- The menu design was done.
- The brand’s digital assets were created from the brand strategy & brand identity.
- As per the multiple personas created through the segmentation strategy, relevant & respective draft sales pitches were created.
- The concept of Cloud Kitchen was created as the natural brand extension for incremental revenue generation.
Client Level: Domestic