Growing the Core Business
	BRAND HEALTH EVALUATION

A family dining restaurant wanted to achieve aggressive organic growth by expanding its penetration in the African American market and the Hispanic market. For further growth, it needed to better understand the consumer’s interest in the brand and the decision process relative to restaurant selection.

The Pert Group used a multi-dimensional research and strategic growth initiative to unearth segment needs, identify high-potential new menu items and orchestrate the customer experience:

• A market scan identified successful marketing strategies to ethnic-specific groups.
• Mining of past primary and syndicated research helped structure the design of on-site focus groups held with the target populations.
• Quantitative research and modeling efforts isolated the high-potential menu items that would resonate with these ethnic markets.
• On-site interviews and group discussions with restaurant management and workforce, along with observational audits of restaurant personnel interacting with ethnic visitors, highlighted opportunities for change and enhancements.
• A management workshop shared outcomes and secured agreement on needed actions.

Tactical changes were made to the store layout, the menu, the menu selection and the training process, resulting in immediate increased sales and improved workforce performance.