Strategist
THE BACKGROUND
World of Beer started off as a bar that was known for its wide selection of beer; especially craft beer. However, as time went on, the World of Beer wanted to expand their offerings and wanted to have food that wasn't simply 'bar food' on the menu. They wanted to offer a full craft experience. Craft food to go with craft beer. An elevated experience, but still welcoming to invite patrons to 'come as they are.' However, in an attempt to become a craft beer spot, a craft food spot and a spot to enjoy yourself, their positioning as a brand became unclear.
Main Role
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Strategy
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Category
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Casual Dining Chain
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Project Timeline
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4 Weeks
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THE ASK
To get consumers to see World of Beer as more than just a place for beer and to clear up any confusion of what World of Beer is as a brand.
THE OPPORTUNITY
World of Beer can chart their own course by changing consumer perception from merely another casual diner to a laid-back beer and food place.
THE WHY
We live in a world where people are constantly under a lot of pressure and the stress just builds. It builds to the point where people live their lives on autopilot to simply get through the day. Gen Z and Millenials who are working are particularly susceptible to living life this way since workplace burnout is one of the main reasons people live life on autopilot.
COMPETITORS
When World of Beer was first founded, its competitors were places like Miller's Ale House and Flanigan's. In its current form, its main competitor is Yard House. In its evolved form, World of Beer's main competitor would be Tap 42 or similar establishments.
THE AUDIENCE
There is a primary target audience and a secondary target audience.
THE INSIGHT
The slowest moments create the greatest memories.
THE STRATEGY
Slow down and savor life's moments.
THE CREATIVE
Creating posters and socials that show people craving more from life and wanting to slow down and have a break from the daily grind that causes us to live life in autopilot.
THE MANIFESTO
