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Mel's Diner
Mel's Diner
Challenge: Mel’s Diner was established in 1989 in San Carlos, Florida as a favorite neighborhood gathering place serving high quality, made-from-scratch foods. With 10 units, the restaurant company came to Quantified Marketing Group to find a way to reposition and unify the brand in preparation for rapid expansion.
Solution: QMG developed a primary strategy to further define Mel’s Diner standards and their commitment to quality. To deliver this objective, QMG transformed Mel’s into a ‘gourmet diner’ where high quality comfort foods are served in a warm friendly atmosphere. They engaged all divisions of QMG and completely transformed the whole brand and concept.
Mel’s Gourmet Diner will be focused on increasing repeat visits through their comfortable and approachable tone. They are passionate about creating and serving high quality foods. They are value driven to increase guest satisfaction among the older guests (56+), while fun stylish to target a younger audience (35+). Mel’s atmosphere blends the past and the present. They are planning a number of publicity, community/goodwill and promotional and local campaigns. In addition, their focus will include expanding Mel’s throughout Florida.
Result: A new gourmet menu is being introduced and the architecture will be shifted to be more sophisticated, yet comfortable in design. The tactics above will be implemented in order to generate awareness, trial and repeat visits. The primary measure for the results will be sales and overall guest satisfaction.
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