Orchid revamps Living Room brand

The Living Room bar and restaurant brand has launched a plan to broaden its customer appeal and build market share in the intensely competitive town centre food and drink market.

The brand-building strategy has been activated following in-depth detailed market research by the Orchid Group, which took over the 13-strong bar and restaurant operation as part of its acquisition of Premium Bars and Restaurants at the end of 2009.

An in-depth survey of 3,000 consumers, conducted by Brand Intelligence specialist Retail Eyes, has highlighted opportunities to build the appeal of The Living Room by targeting a wider customer base and maximise trading opportunities right through the week.

The plans to further expand the appeal The Living Room brand include:

· A fresh new food offer which will target a wider target market, including the lucrative lunchtime occasion

· A major initiative to drive home the message to customers that The Living Room provides freshly prepared food with real provenance

· First to market 'new news' and innovation including a new draught, cocktail and wine range

· A multi million pound investment schedule which will reposition the 'Old Colonial' feel towards a fresher more vibrant design, in-keeping with current high street retail trends

· Back to basics to refresh The Living Rooms' legendary service culture

One in five (19.9%) of the consumers surveyed visit bars and restaurants more than once a week, while a third (33.5%) visit about once a week.

Crucially, The Living Room inspires stronger loyalty in its customers than is seen in the market in general. More than one customer in 10 (11%) describes The Living Room as their preferred place to visit, while another 39% rank the brand as amongst their top two or three venues.

Simon Dodd, Commercial Director said: "The Living Room is a brand that inspires intense loyalty amongst its customers. The research shows that we rate alongside restaurant brands such as Pizza Express, Ask and Piccolino's in terms of the choice of most visited offer - which is very impressive when you consider that those brands have substantially more outlets than us."

Build on strengths​

The research indicated that The Living Room has particular strengths with couples and groups of friends going out, as well as after-work drinks and planned celebrations. Dodd added: "The survey confirmed what we knew from our trading patterns. The weekend is by far the most popular time for customer visits to The Living Room, and customers are far more likely to visit in the evening and especially later in the evening."

"That's a key strength of the brand - Friday and Saturday evenings are important times for the trade, and The Living Room is winning business in a market where we know some of our rivals are struggling.

"It's also a tremendous opportunity for us to develop compelling food and drink offers that will drive trade through the week, with the lunchtime market in particular an important target for us.

"We believe we a can build our appeal to new customers, as well as persuade our existing customers to use The Living Room on a broader range of occasions - without diluting our appeal on those peak trading occasions."

The 'evolution not revolution' programme for The Living room started in April, as the brand became the first in the UK to offer Vedett Extra Blond and Estrella Damm on draught.

The acclaimed Vedett Belgian beer spearheads a range of Europe's finest beers on draught, reflecting the growing popularity of authentic, imported and more interesting beers. It is being supported with further category development in packaged beers, wines, cocktails & spirits this month.