Opportunity

The client faced challenges in effectively realising price increases despite strong demand and a growing customer base. This created uncertainty around how pricing adjustments impacted profitability and brand perception. There was a clear opportunity to adopt a structured, data-driven pricing approach that aligned with the brand’s consumer focus and operational goals.

Challenges

The client faced significant challenges in price increase realisation, with historic price moves typically met with lower basket sizes and trading down behaviour. Their pricing methods and tools had not evolved alongside their impressive growth, resulting in inefficiencies and missed value capture opportunities.

• Declining quantity per head despite growing covers
• Underperforming drinks category, with low attachment rates and misaligned pricing
• Limited pricing differentiation across locations, leaving money on table
• Uncertain competitive price positioning

Outcomes

Through our collaboration, the client successfully implemented a consumer-centric pricing strategy that delivered measurable financial impact, including an estimated £2.2 million annual EBITDA increase.

Key to this success was the optimisation of menu architecture, which improved product placement and price positioning, alongside the introduction of strategic upsell opportunities designed to enhance customer spend. Additionally, the project enhanced the client’s pricing capabilities by establishing a data-driven framework that not only addressed immediate revenue goals but also highlighted future opportunities to sustain long-term pricing excellence.