Segmenting dine-out occasions
Helping Spur Corp create better customer dining experiences to win more meal-time share
How market level segmentation helped Spur Corp better understand their customers across their multi-brand portfolio
Already a beloved household name, Spur Corp wanted to better understand the needs and experiences of their customers.
To address this need for Spur Corp’s multi-brand portfolio, Verve conducted a market-level segmentation. Surveying South African diners, our analysis identified several distinct occasions. For each occasion: the customer profile and brand choice was detailed. This was complemented with a market-sizing exercise that quantified the ZAR-value of each opportunity.
Through a multi-stage delivery that included workshopping with stakeholders from across the business; short, mid- and longer-term challenges and opportunities were mapped against strategies for each brand. Equipping brand managers and marketing teams with a roadmap on how to focus their brand positioning to truly delight their target customers; and drive consideration, trial and loyalty for Spur, Panarottis, RocoMamas, John Dory’s, The Hussar Grill, Casa Bella and Nikos!
Verve’s dedication, expertise, and attention to detail have truly exceeded our expectations. The team's ability to dive deep into the data and deliver valuable insights has been instrumental in helping us better understand our market and customer behaviors. The comprehensive segmentation has provided us with a clearer view of our customers and how they engage with our brand across various occasions. Their professionalism, timely delivery, and the quality of their work have not gone unnoticed. Their efforts have already had a positive impact on our marketing strategies, allowing us to tailor our approaches for specific occasions, thus enhancing our brand's relevance and resonance with our customers. We look forward to continuing our collaboration with Verve and exploring new opportunities to leverage their expertise for further success. Their dedication to our success is highly valued, and we're excited about what the future holds.
Rofhiwa Netshivhambe/ Head of Analytics & Insights
