BREAKING OUT OF A SEA OF SAMENESS
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.
Guest Experience Evaluation
Quantitative Research Management
To further deepen the brand’s connection to each local community, our team developed and rolled out a local earned media strategy, which resulted in double digit increases in unaided brand awareness in its first year. The program was expanded to ultimately include all 15 markets, with Carbonate supporting Ocean Prime’s in-house marketing team, developing brand-wide initiatives, overseeing the day-to-day activities of local public relations partners to ensure a cohesive story through all channels. By all metrics, financial and otherwise, Ocean Prime is resonating better than ever. Since we began working with the team, six new markets have been opened: New York, Boston, DC, Naples, Denver and Chicago and expansion plans continue.