Three-time James Beard Award Winner Tom Douglas had six successful restaurants and a private event space when he hired In Your Head to evaluate future concepts and recommend growth strategies. These insights and findings were necessary for product development, merchandising and store design initiatives.
In Your Head used a multi-level approach including Trendscaping™ Treks in key markets, ethnographies, customer captures, and a complete brand audit in order to identify trends and create concepts based in relevancy and economic viability. Based on preliminary research insights, In Your Head assisted Tom Douglas in the development and testing an expanded offering that included fresh baked goods, menu items that appeal to all day-parts, packaged foods, and co-branded offerings.
The outputs of the project included further identity refinements to differentiate the brand and leverage the strongest segments of growth. In Your Head’s deliverable included a workshop, restaurant design and merchandising schematics, and marketing recommendations for multiple concepts.