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How our research can strengthen your brand and
positioning
- A public domain case study:
Customers choose coffee and cake over healthy eating
A
high satisfaction rating among 90 per cent of Shingle Inn customers has given
the 72 year old Brisbane based cafe a boost as it starts its foray into
franchising.
And the customer research found that the traditional cafe's decadent food and
good coffee are the favourites despite healthier options on offer.
Director Andrew Bellchambers said "It seems people feel comfortable knowing the
healthy options are there but they still want to enjoy themselves and indulge in
a decadent treat."
Research Philip Derhem from Derhem Marketing Research said the history and
tradition associated with the business is taken for granted by most customers
although it's still important for developing Shingle Inn's brand on an intra and
inter-state level as the franchise seeks to expand.
Research was undertaken to assist brand development and following the results,
Shingle Inn is adjusting the company's branding and visual communications.
"We are aiming to position the brand for the future without disinheriting our
past but it's not easy," said Bellchambers, "especially when you're faced with a
brand that my parents devoted their working lives to and that I've essentially
grown up with, so we're trying to be open-minded about changes that need to
happen.
"We've always been happy to listen to our customers so having the research
results in black and white certainly does make a difference."
Sourced with permission from Franchising (a Reed Business Information magazine
and news website).
The source is:
http://www.franchise.net.au/Article/Customers-choose-coffee-and-cake-over-healthy-eating/240432.aspx
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