Case Study: Casual Dining Restaurant achieves increased consideration and revenue growth with Service Management Group (SMG) custom brand research

Understanding the marketplace through custom brand research

Service Management Group (SMG) partnered with a Casual Dining Restaurant that faced a puzzling gap: receipt-based customer satisfaction scores were rising while sales lagged. SMG conducted a custom brand research study across eight competitors in nine markets to pinpoint why the brand was losing to competitors and where it should focus to improve performance.

SMG’s research showed only 18% of consumers aware of the brand actually considered dining there and estimated a $159 average annual spend gain for each consumer shifted from awareness to consideration. SMG identified an attainable "Food-Focused" niche, recommended targeting the Beginnings and Mature segments, and advised email as the most cost-effective channel—giving the Casual Dining Restaurant clear, measurable priorities to increase consideration and drive revenue growth.