Grow Financial – Using Research for Renaming and Image Enhancement

Situation:

The credit union for MacDill Air Force Base needed to expand its brand outside of the military heritage of the MacDill Air Force Base but was concerned whether a rename would impact business.

Analysis:

Through qualitative and quantitative research we were able to identify the core audience segments who were most opposed to a name change.  As a result, a proactive communications program targeted those most likely to be upset.  We also measured the value of the word “federal” to members and non-members.

Result:

MacDill Federal Credit Union became grow financial and subsequently grew assets by over 50%, while losing less than 0.001% of members during the name change.

GTE Financial – Using Research for Brand Investigation

Situation:

GTE Federal Credit Union was concerned that their name, logo and the words “Credit Union” were reflective of an old company, (the brand was discontinued with the acquisition of GTE by Verizon) an old image, and an old positioning.

Analysis:

Through qualitative and quantitative research we identified and quantified brand strengths and weaknesses.

Result:

GTE Federal Credit Union became GTE Financial in 2015 with a modern look and feel that pays respect to the brand’s heritage while positioning the organization for the future.

Dunkin’ Donuts – Using Research for Renaming and Image Enhancement

Situation:

Over the years with the health craze, donuts have been falling out of favor with consumers.  Dunkin Donuts realized they needed to evolve and reposition their brand.  Dunkin Donuts engaged Alexander Babbage to test new breakfast products they were launching.  They wanted to be a breakfast destination, not just a donut location; but with Donuts in their name it was a challenge to break outside their box. 

Analysis:

Product and advertising/logo testing took place in multiple markets.  Alexander Babbage was able to show Dunkin Donuts which consumer the advertising resonated with, which ads supported the new focus, which sandwiches were popular and which ones the consumers did not like.

Result:

Dunkin Donuts launched their new logo, ad campaign and breakfast sandwiches with huge success.  The new tagline “America Runs on Dunkin” as well as the “DD” logo de-emphasize the donuts and position the brand from a limited scope to a broader scope.

Moe’s – Retail Network Optimization

Situation:

Moe’s Southwest Grill, a fast-casual restaurant was competing to be a competitor in a crowded space with publicly-owned competitors including Chipotle and Qdoba.  Their site selection strategy was resulting in restaurant sales ranging from $275K to $3.1M with Average Unit Volume (AUV) of $1.2M but they were unable to explain why.

Analysis:

Through extensive market and statistical analysis Alexander Babbage identified the driving factors behind individual store revenue performance.

Result:

Moe’s used Alexander Babbage research to revise their site selection and growth strategy and were able to add over 300 restaurants in less than 7 years – while increasing AUV.  This resulted in a successful sale to Focus Brands – and now over 500 restaurants.

Moe’s – Who, What, Where?

Situation:

Moe’s had never conducted consumer research and they selected Alexander Babbage to do so.  They wanted to know who their customers were and why they came to Moe’s.

Analysis:

Through intercept surveys conducted in the stores, Alexander Babbage provided them the demographic profile of their customers segmented by their dollar-value.  By comparing this information to the trade area, Moe’s was able to see which demographics were the strongest and where they had little traction.

Result:

Research helped fine-tune their marketing positioning, advertising strategy, site selections and expansion plans and grew into a long-term research relationship as the brand exploded from a single company-owned store to over 350 franchised stores prior to being sold to Focus Brands.

KRYSTAL HAMBURGERS

Situation:

An 80-year old fast food restaurant chain needed to increase sales.

Analysis:

Alexander Babbage segmented their customer base and identified that 84% of their sales came from 41% of the population and determined what was most important to this core customer.  With this knowledge, Krystal re-focused product development and marketing on the core customer and increased patronage, loyalty, recency and frequency.

Result:

Five years of transaction declines were reversed and the brand is growing again among a core, loyal customer base.

SusieCakes – Where Do We Grow From Here?

Situation:

SusieCakes has eight locations in California offering home-style dessert favorites baked entirely from scratch.  As part of its growth plans, SusieCakes wanted to know where to build new stores and how to get more business out of their current locations.

Analysis:

SusieCakes’ email database was an incredible asset that allowed Alexander Babbage to map where the customers came from for each store.  In order to understand who the customers are and how valuable they are, in-store intercepts of customers and POS transactional data were analyzed.

susie-cakes-cake-pic-3

Result:

Alexander Babbage’s research was able to identify multiple locations where SusieCakes should expand, as well as determine which locations performed better than others and why.  By determining who their customers are, they can now segment their marketing by targeting the different audience groups.

Another Broken Egg Cafe – Who are We and What do We Stand For?

Situation:

Another Broken Egg Café was uncertain of what their brand stood for, who their guest was and what elements of the dining experience were strengths or areas to fix.

Analysis:

Alexander Babbage conducted in-depth, one-on-one interviews with diners and conducted a study among members of Another Broken Egg’s database. The analysis focused on defining the brand’s strength, key drivers of the guest experience and differences by geography in terms of guest profile and experience.

Result:

Another Broken Egg received a deep profile of who is visiting its stores, why they are coming and what their experience is. The research helped identify specific geographies where the guest experience could be improved by focusing on improving service and wait times. Further, Another Broken Egg now has a clear understanding of what its brand identity is and which elements of that identity should be leveraged going forward. They also were able to leverage the research into communications for potential franchisees.

Flip Burger Boutique – Defining the Customer and Drivers of Loyalty

Situation:

FLIP Burger Boutique, under the tutelage of creative director and winner of Bravo’s Top Chef, Richard Blais, is a pioneer in the “better burger” category providing its diners a “unique culinary experience on a bun.”   FLIP had two stores and needed to understand what was driving success at each location.  The locations differed greatly in guest profiles and liquor purchasing contribution.

Analysis:

Alexander Babbage studied sales data, surveyed the FLIP loyalty club members online and conducted guest intercept surveys.  The market research identified revenue concentration by customer type and the drivers of loyalty.

Result:

The market research allowed FLIP to quantify what changes to make at each restaurant to drive sales, focus on the largest revenue clusters to increase profitability, and identify the make-up of the guest to help pinpoint areas for new locations to open.  FLIP is now operating in three markets and growing nationally.

Elevation Burger – How do we Elevate our Brand and Guest Experience?

Situation:

Elevation Burger, a burger restaurant focused on offering authentic and sustainably prepared food that’s better for you and the environment, needed to determine how well its brand was positioned and whether its core promise was resonating among guests.

Analysis:

Alexander Babbage conducted focus groups among Elevation Burger customers and non-customers, in-store intercept interviews among diners, and a market study within Elevation Burger’s trade areas. The focus groups allowed for articulation of Elevation Burger’s brand promise, while the intercept interviews profiled the guest and measured their experience, and the market study quantified Elevation Burger’s position in its markets.

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Result:

Elevation Burger has been able to prioritize on building awareness of its brand in specific markets, as well as now understanding which core brand attributes to grow. Further, it has been able to understand which guests it should focus on moving forward in order to gain the most leverage from its unique brand.

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