Market Insights

Example success stories

Don’t just take our word for it; read what some of the businesses Market Insights have worked with say about our service.

Some of the companies who have worked with our market insights team.

Black and Blue

Targeting Consumers: Tailoring the range to London Postcodes

Black & Blue originated when Nick Hill and Alan Bacon decided there was a niche in the market to re-invent the steak house concept, using the best sourced, highest quality ingredients.

Black & Blue now have 7 restaurants in some of London’s most sought after locations, from Notting Hill Gate to Borough Market.

The Challenge...

…was to help Nick and Alan create a wine list that catered for the flavour requirements of their key consumer demographic across London.

Specifically Black & Blue’s objectives were:

  • Identify key demographics and consumer types across the estate
  • Profile each site for differences in consumer types
  • Tailor the wine list for the key consumer groups identified.

The Solution

Bibendum’s Market Insight solution was to profile each of Black & Blue’s restaurants using Bibendum’s exclusive Prospect system.

Bibendum’s Prospect is the most comprehensive On-Trade consumer demographic and flavour profiling tool in the UK. It is based on best in class Location and On-Trade demographic information, 29 years of Bibendum’s unique national and multi-channel sales data and the pioneering taste test data bank.

Gravity-modelling techniques were used to define the ‘size of the prize’ in £m, number of consumers from each of 26 On-Trade demographic sub-sets, the countries within their wine repertoire and their sensitivity to different types of wines.

Bibendum supplied Black & Blue  with a full catchment analysis for each site including recommendations for a core wine list and appropriate list expansions by site.

The results and benefit

Within a few weeks of the customer tailored range going live Black & Blue saw a 2% rise in gross profits from increased sales and a higher per person spend. By year end we anticipate this will have risen by 3%.

Bibendum’s insight also helped to re-align New Zealand Sauvignon Blanc and Prosecco pricing  to drive further increased ROI.

To find out more about Bibendum’s Prospect and Market Insights Solutions, either contact your account manager or email marketinsights@bibendum-wine.co.uk

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Ideal Leisure

Local Flavour Profiling: De-mystifying wine in Hampshire

Ideal Leisure is an independent company who run award winning boutique Inns and restaurants in Hampshire. They currently have 3 outlets in Southampton, the White Star Tavern, The Bugle and La Cantina. Each site is defined by it’s individuality and character and there is a real focus on quality and market innovation throughout.

The Challenge...

...was to help Ideal Leisure create the best possible wine lists in each of their signature locations - reflecting the unique flavour requirements of their customer base and their country and varietal repertoire’s.

Specifically Ideal Leisure’s objectives were:

  • Profile each site’s local & guest catchment
  • Identify key demographics and consumer types entering each hotel
  • Tailor the wine list for the key consumer groups identified.
  • Improve list navigation
  • Increase sales and average spend.

 

The Solution

Bibendum’s Market Insight solution was to profile each of Ideal Leisure’s venues using Bibendum’s exclusive Prospect system to overlay guest and local customers catchments.

Gravity-modelling techniques were used to define the wine opportunity. Then we analysed the numbers and types of On-Trade consumers. For each major consumer group we then looked at their drinks choices and wine flavour preferences.

Bibendum supplied Ideal Leisure with a full catchment analysis for each site including recommendations for a core wine list and appropriate list expansions by site.

The Results and Benefits

A new wine list was then created to complement the regionally profiled wine selection.
Since the customer tailored range went live Ideal Leisure have seen a 13% increase in sales and a higher per person spend.

The range and list implementation has also increased footfall and repeat business by empowering the staff with a greater level of range understanding and sales confidence to drive “right first time” wine sales.

To find out more about Bibendum’s Prospect and Market Insights Solutions, either contact your account manager or email marketinsights@bibendum-wine.co.uk

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