Boston Market

How to broaden the positioning of a successful restaurant concept

Challenge: Expand the business of America’s #1 rotisserie chicken chain and the leader in home meal replacement by increasing the frequency of customer visits and attracting new customers.

Solution: Expand product offerings to include three dinner entrees (turkey, ham and meatloaf) and a line of lunch sandwiches, necessitating a broadened positioning and a subsequent name change to Boston Market.

Rationale: New product offerings broaden appeal to both old and new customers and provide additional choices to families whose members have varying preferences, thus eliminating the possible veto vote to visitation.

Results: Extremely smooth transition, entrée by entrée, store by store, with the new items accounting for 40% of the entrée mix and a 15% increase in average weekly store sales.


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