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Brand DNA
Who Are We Serving?
Groups that want to spend time together
Scout’s Honor is a welcoming place where anyone and everyone can gather together comfortably.
Solution Statement
It's hard to find restaurants that allow groups to share and gather comfortably, that's why Scout's Honor provides a quality, fun, communal all-day breakfast dining experience so that friends and families of all kinds can eat joyfully together.
Design Challenge
How might we design Scout's Honor as a space for communal comfort dining?
A Campfire Gathering
Scout’s Honor is a space that brings comfort, meals that warm hearts, good food that gathers friends and family together.
Strategic Recommendations
Bring Scout's Honor’s communal dining experience to the forefront
Meals for sharing and group meals as main offerings. Highlight "For Sharing" section on the menu.
Promote communal experiences more (e.g. free snacks, board games, cookies by the bucket, meals for sharing) in a fun and enticing manner.
Photography can feature different type of groups (e.g. families, barkadas, officemates, couples, etc.) enjoying their dining experiences.
Allow other community-building activities that can push the brand's equity and solidify customer loyalty.
Add interactive sections that allow patrons to pose and take pictures, or include in their reels.
Add touchpoints expressing to patrons that they can stay, i.e. work stations, mini library, comfy seating).
Push staff to develop more personal approaches to patrons i.e. getting to know their names, having regulars, etc.
Host on-brand guests that align with Scout's values and lifestyle it wants to push (i.e. book signings, artist features, brand collabs, etc.)
With the expansion and renovation, the brand should take this as an opportunity to disassociate itself from direct references to scouting.
In order to compete with other restaurants in Scout's vicinity, a more refined approach to the branding is needed.
References to scouting can be subtle, like food options and naming, or elements in the photography.
Consider a naming evolution from "Scout's Honor" to "Scout's".
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