Uncovering a New Brand Purpose to Reimagine the In-Store Experience.

Background

Jason’s Deli was in the process of developing a growth strategy. To help inform that effort, it needed to understand how to leverage existing brand equities to strengthen loyalty among existing guests. More critically, it needed to broaden its appeal to younger individuals, couples, and families by evolving the brand strategy and developing new meaningful experiences.

Research Methodology

Custom designed 360 Degree Ethnographic Study that included:

• Internal Stakeholder Interviews

• Store Teammate Interviews

• In-Store Observations/Customer Intercepts

• Zoom In-Depth Customer Interviews

Deliverables

• Competitive strengths, weaknesses, and opportunity matrix

• Jason's Deli Brand Strategy Framework that documented the brand essence, purpose, personality, credo and most meaningful Jobs To Be Done

• In-store branded environmental experience communications recommendations

• In-store brand experience concept recommendations