Background & Challenge
Fazoli’s is a chain of 200+ fast casual Italian restaurants located across the US Midwest and Texas. As a brand, it had lost its way. It had attempted to focus on quality ingredients and flavor as its key appeal, but this had not helped to arrest declining restaurant traffic and was not winning with the new millennial audience it had hoped to gain.
BRAND RESEARCH TO UNCOVER THE CORE AUDIENCE
- CubeYou Social Analysis research was used to identify who were the loyal brand fans and what was the brand appeal to them.
This research revealed some core truths about the brand fans:
- Mature midwest mothers with middle income had the highest affinity
- And their other favorite food brands were baked goods and fast food
Insight: These were definitely not the zucchini noodle-eating Millennials they thought they had to appeal to.
2. In-Restaurant Customer Interviews uncovered key human insights
- “It’s our special time” – Multi-generational families – grandparents and grandchildren – were able to bond and spend time together, often as a regular, family event
- “Everyone likes pasta, right!” – Mothers found it an easy choice as there was something to satisfy a variety of fussy eaters
- “Free Breadsticks for Everyone” – value and abundance were important, especially in comparison to Olive Garden
Insight: Fazoli’s biggest competition was home cooking – not Olive Garden. It was seen as the best alternative for everyday family food that everyone can enjoy.
New Brand Positioning: The Family’s Favorite
Families today are under pressure. Getting everyone to school and after activities. Shopping and getting food on the table. Holding down a full time job as well as being a full time parent. Many grandparents share the burden of these everyday challenges to help make do.
Fazoli’s is the Family Favorite that helps make life easier and keeps everyone satisfied. No fuss and all at great value. Just like home.
