Romano's Macaroni Grill Case Study

transcript

Romano’s Macaroni Grill Brand Repositioning to Optimize Incremental Sales

RESTAURANT MARKETING: A CASE STUDY

Judi Radice Hays | (512) 730-1499 | judihays@gmail.com | linkedin.com/in/judihays | @askjudihays

MACARONI GRILL’S SITUATION

■ Increase premium wine sales

■ Emphasize high profit menu items

■ Determine effectiveness of current logo design

THE PROCESS

■ Conducted research with category non-users to determine expectations based upon name and logo alone

■ Assembled team to develop merchandising program that would call attention to premium wine

■ Evaluated current menu and suggested changes to menu architectureJudi Radice Hays | (512) 730-1499 | judihays@gmail.com | linkedin.com/in/judihays | @askjudihays

THE SOLUTION

■ Designed a cost-effective merchandising unit that allows for dual, transient messaging

■ Designed a menu that successfully highlighted key signature dishes

■ Proposed a series of logos that more effectively communicated the product offeringJudi Radice Hays | (512) 730-1499 | judihays@gmail.com | linkedin.com/in/judihays | @askjudihays

■ New Graphic Theme

KEY DELIVERABLE

Project Lead: Judi Radice Hays Graphic Design: Brian Jacobson/Focus Design

judihays@gmail.com

(512) 730-1499

linkedin.com/in/judihays

Twitter/Instagram: @askjudihays

RESTAURANT MARKETING: A CASE STUDY