THE KEY INSIGHT:
Meeting our goals meant challenging some closely held perceptions about their customers and identifying exactly what it was about The Melting Pot that brought certain customers back.
Executing a study of their customer segmentation study as well as an attitude, awareness and usage (AAU) study. The results showed that Millennials were better represented in their core customer base than previously thought. In addition, they accounted for a higher return on investment than the older, more affluent audience they had been so focused on.
We also learned that, for this segment, The Melting Pot was not about the food – it was about the experience.