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Relaunching cafeterias in times of crisis
Challenge
Eatout, an important restaurant group, comes to KISS Retail asking for help for its cafeterias located in airports, which are suffering a drastic reduction in sales and business due to the crisis.
Improve the results of the cafeterias in airports to counteract the decline in passengers, but with truly little investment.
Differentiate the positioning of brands: Dehesa Santa María, Caffé di Fiori, Jamaica, Gambrinus, Caffé di Roma, Fresh&Ready, and Four Arrows.
Solutions
Analysis of assortment productivity, pricing, as well as sales and average ticket, according to time slots, consumption moments and different customer stage needs.
Study of the purchase and consumption experience, as well as the location of the premises within the airports.
Range rationalization and incorporation of new products that change according to the time of consumption and type of premises.
Detailed guides for visual merchandising, as well as implementation of the changes in several pilot stores and measurement of results.
Results
The implementation of new assortment and visual merchandising increased traffic as well as the average ticket, generating 2-digit increases, both in number of tickets as in sales.
The results were so spectacular that at first it was hard to believe that acting only in the areas of the range and its display would improve sales so much, even with few passengers at the airports.
But in fact and compared to the evolution of other mirror stores without implementation, it was found that good retail execution and focus on customer experience were key for success.
