“THE BUCKET LIFE”
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.
Guest Experience Evaluation
Quantitative Research Management
GREAT FOOD. GREAT DRINKS. GREAT PEOPLE. THE BUCKET LIFE.
The tagline we presented became the brand’s rallying cry, ultimately finding a home on the brand’s website, menus and even uniforms. Our team found that the concept’s biggest differentiator was reflected in how beloved the original neighborhood locations are. The hospitality that the team provides enables Rusty Bucket to replicate that same familiar experience in every market. Weaving this idea together with a narrative of the concept’s other strengths including handcrafted drinks, a scratch kitchen and neighborhood engagement, we were able to capture the essence of founder Gary Callicoat’s vision.