• Online Target Customer Survey: a comprehensive quantitative survey of 1,000 restaurant users, investigating their eating out behaviour, awareness, usage and ratings of restaurants in the competitive set

• Qualitative Research with Strada Customers: 6 focus groups across 4 locations, providing an in-depth evaluation of eating out choice drivers, attitudes to Strada and the competitive set, market positioning, brand mapping, and perceptions of unique selling points

• Analysis of Trading Data: a study of trading data, including menu choices, spend per head, sales trends and promotional impact, investigating patterns and trends in consumer demand and regional variations

• Audit of Competitive Set: an audit of menus, price positioning, range and promotional activity of the competitive set

• Brand Workshop: in light of the findings from the bespoke customer research and analysis, Pragma led a brand workshop investigating the optimum brand values, positioning and strategic direction for Strada

Result:

Provided detailed insight into current customer behaviour and their perceptions of the brand in the context of the competitive environment. Recommended quick win operational improvements and provided a framework for the longer term strategic direction of the brand. In light of our recommendations, management developed a refined concept which has been incorporated into an updated offer and restaurant design.

`Pragma completed an excellent piece of work for us. They were able to provide us with the strategic insights we needed and align the senior team towards our key business priorities.'

Michelle Jennings, Marketing Director, Tragus Group