El Torito Restaurants
By Carrie Reynolds
on
February 8th
In
Service – Brand Positioning Background – El Torito was a 25+ year old chain. Competition in Mexican food was fierce. Fresh Mex Concepts, Fast Casual intrusion, and Casual Dining brands adding classic Mexican favorites to their offerings. El Torito had lost it’s differentiation and it’s brand positioning needed to be defined. Methodology – Focus groups were held using a laddering method of customers to understand what customers sought in their Mexican Casual dining experience. They did not recognize that El
Red Fish Grill, Bourbon Street
By Carrie Reynolds
on
February 8th
In
Service – Focus Group Moderation Background – Every restaurant on Bourbon Street sells some type of seafood. Ralph Brennan, world class restaurateur needed to let locals in New Orleans as well as tourists know what Red Fish was all about. Methodology – Focus groups to develop laddering of benefits found at Red Fish Grill that made it distinct. Findings – Red Fish Grill uniquely offered fresh food with a focus on fresh delivery and regional catches vs. local competitors focused