Extend the Red Robin in retail by
leveraging its equity in unique flavors and craveable gourmet burgers.
How we did it
developed a strategy for retail by using consumer insights to understand brand
equity as it relates to consumer needs and eating at home. We identified areas
of uniqueness and leveraged that in identifying high potential opportunities as
platforms for growth. We connected Red
Robin with major industry players to compete in frozen fries and onion rings
segments, as well as player in seasonings and sauces, and burgers. Jointly
worked on developing and qualifying seasoning and flavor systems that deliver
target consumer experience. Also leveraged Red Robin’s significant loyalty card
base and ecommerce/web site to drive engagement into licensed products.
Red Robin Steak Fries
exceeded sales estimates significantly and holds a significant share of the
seasoned fries segment with longevity in the category over 6 years and running.
These brand licensing products contributed stabilizing the declining Frozen
Potato category. Onion Rings almost tripled its expected volume when launched
demonstrating the strength of the Red Robin brand and strategically helped
build the overall awareness, usage and sales for the program allowing for
continued development of the program.