Fifty The Street
"Fifty" is Burleigh Court Hotel's plant-forward restaurant concept where fifty percent of the menu celebrates plants over animal protein. The new restaurant was launched after a £5m refurbishment of the hotel with the aim of making menus easy and personalised, no matter what your diet or meal preferences. Every menu has at least fifty percent plant-based dishes across appetisers, mains and desserts. The brief was to create and elevate the new brand with solid positioning and help launch the new restaurant to the public.
Project scope:
- Market research
- Brand development
- Brand positioning
- Brand voice
- Launching brand to public
Plant-powered food for all
The “plant-powered” concept exists to serve every guest with tasty, nutritional meals to power their day, to fuel people who choose meat-free diets with fabulous plant-based options, and to literally provide power and energy to the world with sustainable food waste initiatives and biofuel.
The aim is to create a haven where food is not a chore and where every guest belongs, regardless of diet or meal preferences.
Aim for fame...
A brand is what's left when you remove the commodity you sell. To create a brand that resonates with real people, we needed to go beyond the normal transactional, menu-based promotion that every restaurant does. We needed to tap into real emotional drivers that make people want to go out to a restaurant rather than eating at home. By positioning on these emotional benefits and category entry points, it grows salience for the brand so that it comes to mind when in a buying situation. It's less about persuading someone to take an interest... it's about aiming for fame. In other words, being remembered for the reasons that resonate with restaurant goers.
Brand voice...
Welcoming: The brand voice should evoke warmth and friendliness, making customers feel invited and comfortable from the moment they engage with Fifty.
Sustainable: Communicate the commitment to sustainability, emphasising eco-friendly practices and responsible choices to align with the growing demand for environmentally conscious dining options.
Inclusive: Ensure the brand voice promotes an atmosphere of inclusivity, where all guests, regardless of dietary preferences or reasons for visit, feel valued and accommodated.
Tailored: Emphasise a personalised approach, tailoring the brand voice to meet individual needs, creating a sense of exclusivity and personalised experience for each customer.
Emma Chamberlain
Commercial Director, Imago Venues
"We started out with a concept for a restaurant that was based around sustainability, but what Rob has delivered is a BRAND that elevates it far beyond just a restaurant. We now have a really solid positioning that opens up the restaurant to the general public, rather than just conference guests, and one that is distinctively positioned around emotional and psychological drivers that make people want to dine out in a nice restaurant, whilst also celebrating the environmentally responsible ethos behind the concept. Absolutely thrilled with the results and wouldn't hesitate to recommend Rob to anyone wanting to elevate their brand."
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