Orchard Catering - Rebrand
Project objectives
Practical: financial growth, reversal of business slow-down. Emotional: Increase job satisfaction - staff doing more of the work that the enjoy and that uses their skills and experience (catering for private functions and special occasions such as weddings, christenings and parties)
The process
As with all new projects we started by familiarising ourselves with every inch of our client's business. We learnt how Orchard Catering had grown over the years, how their income was generated and which areas were the most profitable. We learnt which aspects of the business they enjoyed the most, and what would they like to do more of. We asked them what they felt gave them the edge over their competitors and crucially, we found out what their customers think of them and what their perception was of the Orchard Catering brand. Whilst school catering had been their bread and butter income, catering for corporate and private events has always been where their passion and expertise lay and being the most profitable it was clear that we should be focussing our energy in helping them to win more of this business.