Casual dining is highly competitive and the ability to stand out in a crowd is key to success. Our team was tasked with helping to take this rapidly expanding brand to the next level. We conducted guest and team member roundtables to develop a qualitative understanding of the brand’s resonance. The research suggested that the “multi-location casual dining category” is awash in similarities, with many restaurants espousing the same claims regarding value, speed and comfort. The experience was also being miscategorized as a “sports bar,” when in fact it is a “grown up place to bring the kids.”
To help Rusty Bucket break out in the category, we identified key differentiators, new brand pillars and an evolved brand story which were then tested quantitatively with an outside research partner.