PROBLEM: Chaotic Customer Journey
Mango’s Breakfast & Brunch was a two-location, family-owned restaurant brand in the suburbs of Dallas, Texas. They came to Envision Works Marketing knowing their entire operation, from branding to marketing to interior design, was all over the place. They also knew that this was creating a chaotic and ineffective customer journey, which cost them both customers and money every day. SOLUTION: The Whole Enchilada
To ensure Mango’s was able to serve up a much-improved customer journey, Envision Works needed to create a whole new recipe from scratch, one that utilized the following fresh ingredients.
1. REVIEWING
You can’t improve the customer journey if you don’t know what customers are experiencing. So, we started this recipe with our secret shopper service and a thorough review of all current touchpoints, examining the entire sales funnel.
2. BRANDING
Part of our exploration is getting the true brand story. Why did they open this restaurant? Why is it called Mango’s? Why focus on breakfast and brunch? What was their vision? Armed with this information, we were then able to build upon any current assets and reinvent the brand. At Envision Works Marketing, this includes everything from interior design to menu design to social media to a consistent brand voice.
3. TRAINING
Although we stay involved with our clients, we often include leadership training in our package of services. This covers acquisition and selling, operational decisions, staff training and expense auditing, all designed to help the restaurateur grow steadily and responsibly.
4. CONSULTING
The restaurant business is not easy and it changes every day. That’s why our consultation services are second to none and are the true finishing touch of any recipe for success. As a true partner in evolving the business, we stand with restaurant owners side-by-side, through thick and thin, helping them navigate, pivot or move full steam ahead – whatever is called for.
RESULTS: Absolutely Delicious
By changing the recipe of the entire customer journey and creating a cohesive brand, Mango’s was finally able to pull in customers, engage them, sell them and bring them back again. In the first three years of working together, we tasted some absolutely delicious success.
- After the first year, Mango’s Breakfast and Brunch increased their annual revenue significantly.
- The brand quickly showed increased value — one of their restaurants sold at a quick profit of $170,000 while continuing to operate under the Mango’s name.
- During periods of challenging weather, we consulted with Mango’s ownership to help them stay open, generating $14,000 in sales on a day they would have otherwise closed.
- Despite personal life changes and a tough economy, we worked with ownership to reduce expenditures and increase profits.
