Getting a goose to fly
Repositioning of Goose Pubs brand to attract new custom
When we started working with Mitchells & Butlers, their Goose Pubs were seriously underperforming.
Aware of how the market was changing, and thanks to some pretty incisive research, we recommended that they reposition the brand to attract more women, students and younger consumers.
Central to this was the need to make the pubs more of a modern meeting place, with the emphasis on good value food as well as drink.
After reviewing all communications, we crafted a fresh new identity - modern enough to widen its appeal, but still strong enough to attract its traditional audience.
We developed 'fame' points for the brand - core food and drink offers to differentiate it from the competition - and gave them a photographic focus on fresh, healthy food.
And the impact?
From a consistent drop of -7% in sales year-on-year, Goose Pubs traded up by 8% on like-for-like sales, while in 2004 it was flying, being named as the best performing pub brand in the Mitchells & Butlers portfolio. What’s more, we made it all happen without losing any of their existing customers.