In the highly competitive Florida food service and hospitality market, competing against national brands with multi-million dollar budgets, a small restaurant chain serving seafood with a New Orleans twist was seeking to find its rightful place.

Consumer research was conducted across the state among both customers and non-customers to inform the marketing process.  Harry’s had very low top-of-mind awareness but when aided, placed high on the list of great places to eat.

People just never thought of eating there because people begin thinking of places to eat first by food category and Harry’s didn’t promote their New Orleans position.

There was a great fondness for New Orleans food and there was no restaurant occupying the position of a New Orleans restaurant in the region. New Orleans, as a destination, ranked highest in terms of good food, good times and flavor.

The research wrote the baseline for the client’s branding theme. Good Food. Good Times and All the Flavor of New Orleans.

The chain is now well recognized as a New Orleans restaurant in the markets where it trades is taking ownership of the New Orleans restaurant space and is holding its own against the likes of Outback and others in the casual dining category.

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