Positioning The Social Table to be the pinnacle of home-style cooking for dinner parties.
The Problem
We were approached by The Social Table in an effort to solve a dilemma they were struggling with for a while. They had opened a dine-in location a few weeks before the pandemic with much success; but truly gained traction during the lockdown period due to innovative delivery foods catered to larger groups. After two years of lockdown, The Social Table resided in the consumer's mind as a delivery concept, and no longer a dine-in location when things went back to normal. Our task was simple and complicated at the same time: Where should The Social Table focus its efforts?
Services
Brand Strategy
Implementation Strategy
Product Development
Marketing Implementation Management
Location
Kuwait
Industry
Food and Beverage
Collaborator
The Approach
Step 1
Our research revealed to us that part of the issue of The Social Table not being able to drive dine-in customers was the inconvenience of the location. However, its customers loved ordering from the brand on a regular basis and were very loyal to its offering when it came to gatherings. As such, we sought to double down on gatherings and evolve the brand in that space..
Step 2
Positioning them as curators of social feasting experiences, we worked with the team to ideate different products that would further cement them in this space. From luxuriously crafted caviar kits for the home, to seasonal tablescapes for the gathering season of Kuwait; we turned The Social Table into a one-of-a-kind brand that offered any gathering host with plenty to choose from.
Step 3
As part of our mandate, we helped work with the founder to develop the right content and messaging to reinforce this positioning in the mind of the consumer. Collaborating with brilliant food photographer, Kulsum Kunwa, we were able to inform the consumer that The Social Table was here to elevate your gatherings and tablescapes regardless of the season.
