Branding a Chef
Situation.
Chef Don McMillan had a wonderful reputation in Winston-Salem, NC, as one of the best chefs in town. But, the three food and beverage businesses he ran had no identity and were suffering. He knew the food always got rave reviews and that the businesses could do better!
Solution.
Mining for diamonds in his own back yard, we suggested creating an umbrella branding strategy that would group all three under one identity. The Chef Don Experience was born, with a key component being a customer rewards program that provided tokens of appreciation for visiting the café, catering business and sit down restaurant. One of the most sought after prizes . . . a catered dinner party prepared by Chef Don himself!
Results.
Customers finally identified Chef Don with all three businesses, and demonstrated their loyalty by helping the cash registers ring!
