Case Study: Starbelly Open Kitchen + Lounge
When Starbelly Open Kitchen & Lounge approached us in late 2015, we were eager to help its passionate team leverage the restaurant’s unique brand offering. While perception of Starbelly had begun to move in the right direction thanks to service, menu and food quality revisions, there was more work to be done.ChallengeTo create a sustainably profitable restaurant with a strong in-market reputation built on community, approachability, consistency, locality, and value with an experiential focus.ApproachTo re-write the Starbelly story, we first had to get inside the minds of Starbelly’s target customers. That meant discovering how people perceived the Starbelly brand, where their dining loyalties laid and how they made dining decisions.Our series of in-depth audience analysis revealed the core desire of Starbelly’s bullseye audience: to feel valued and on-trend in the community it cares about and lives in. This meant dining in an approachable and comfortable, yet high-quality restaurant with crystal clear value offerings.PlanWe found that there was a clear need to define and streamline the Starbelly identity and offering through its internal restaurant features like its menu and through each of its brand touchpoints.Among our key goals for Starbelly were: driving traffic to the restaurant, increasing restaurant revenue and ultimately creating a destination that instills pride in the local community. Based on audience research, a huge part of this was creating trust and an emotional connection to the target audience through positive brand awareness.But this wasn’t to be accomplished through hype. Instead, Starbelly needed to own a hyper-local message within its competitive landscape. We set out to help Starbelly achieve this through a series of relationship-based and emotive storytelling programming.
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