Diageo’s Casual Dining Strategy
CHALLENGE: How can Diageo shape the presence of spirits within the branded casual dining market to grow the market and gain market share?
APPROACH: A blended research approach including desktop marketplace analysis, professional visits, consumer focus groups across the UK & qualitative interviews with operators.
RESULTS: Development of a customer/consumer segmentation model supported Diageo to develop a plan that has helped them develop a tailored proposition and individual approach to specific casual dining operators, resulting in a series of initial trials.
TESTIMONIAL: “We contacted elliotts due to their unrivalled understanding of the hospitality market, particularly casual dining. They demonstrated this throughout the project, applying their understanding of the market against the feedback from consumers and operators to deliver robust recommendations we can move forward with.”
– Clare Moscrop, Consumer Insights Manager