O'Charley's
Virtual Brand Development
“How do we get sales back to pre-pandemic levels in an environment where off-premise channels have replaced such a large portion of in-restaurant dining?”
— O'Charley's Marketing
Insight
Consumers ordering through delivery apps and sites are fulfilling cravings for certain types of food, vs. specific brand experiences. By offering the type of food consumers were looking for with personality and flair, they were willing to give lesser known brands a try.
Idea
We took the best of the O'Charley's menu and packaged products up as cool, stand-alone brands with their own pages in the delivery apps, social pages and websites — “Coop n Run” (Chicken Tenders), “Dockside Charlie's” (fried seafood), Underground Chuck's (Burgers) and “Mandrino's” (Pasta).
Impact
The virtual brands filled the revenue gap created by the pandemic, generating consistent, incremental sales that continue to contribute nearly 10% of overall revenue.
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