With expansion plans that included adding high profile restaurants in New York, Boston and Washington DC, Cameron Mitchell Restaurants (CMR) wanted to take a close look at the brand positioning for it’s Ocean Prime concept. With over 30 restaurant concepts, CMR is no stranger to concept strategy, but recognized the value of an outside perspective. Our team was tasked with developing a brand strategy that would take Ocean Prime from “very good to great.” We conducted guest and associate roundtables to develop a qualitative understanding of the brand’s resonance. Our team identified key differentiators, new brand pillars and an evolved brand story which were then tested quantitatively with an outside research partner.

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