Launch a weekend-breakfast format and build sustained demand for it.
- The restaurant needed a distinct reason to visit
- Off-peak attendance needed to grow
- Developed the concept and positioning
- Created the PR story and visual presentation
- Launched influencer and social communications
- Set up regular guest communication
- More than 1,000 breakfasts in the first three months
- The format operated on weekends only
- The project generated Instagram response and added off-peak traffic
Product concept, positioning, PR, visual presentation and launch.
