eatZi’s – Brinker International

How to communicate multiple businesses under one roof

Challenge: Develop a marketing and advertising strategy for Brinker International’s gourmet prepared food and high-energy grocery/bakery for its expansion into new markets. 

Solution: Develop a clearly defined positioning for the concept and create a comprehensive marketing program that included a series of four direct mailers that could be used to introduce customers to eatzi’s and encourage trial. Focus on the food and the chefs who create it while providing a series of promotional incentives good for free items from all venues to get new customers into and around the stores.

Rationale: To focus on the four major venues of business within the store (chefs’ case, bakery, grill and chefs’ corner) and the two consistent points in each: the high quality of the food and the expertise of the chefs who prepare it.

Results: Increased the traffic in the flagship Dallas store and successfully introduced eatZi’s stores to new markets around the country, with some of the mailers redeeming at an extraordinary rate of almost 25%!