There once was a restaurant chain that pioneered its category. But it let its lead slip away. How? By thinking it could build traffic by targeting everyone instead of protecting its unique position.
As you can imagine, that didn’t work out well. It just doesn’t work to be all things to all people.
Unsurprisingly, traffic and sales decreased rather than the desired increase.
The CEO, who came on board to turn things around, quickly realized that a grassroots approach was needed and put into play this 5-step approach:
- Talk with your customers, employees and suppliers
- Find our what your brand stands for today and how to reconnect
- Refresh your brand promise
- Be the brand you promise to be
- Recalibrate, recalibrate, recalibrate
So, what happened?
You guessed it.
Because the brand fought back, it soon returned to its lead position, soldiering through some difficult economic times and coming out on top.
Do you find your business in a position where it could use a boost? Email me at firstname.lastname@example.org today for a free consultation.
Susan K Spaulding is an Author, Facilitator, Researcher, Strategist, Consultant, and Coach. I work with businesses and leaders to take inventory, uncover the possibilities and navigate a path forward. Storytelling is fundamental to learning, teaching, connecting and inspiring.