Uncover and strategically define what Fifth Group Restaurants (FGR), as a parent organization, Stands On, Stands For and how it can Stand Out in the highly competitive Atlanta hospitality industry. Additionally, reposition three restaurant brands in need of a strong, focused Brand Platform.
HOT° began its month-long Platforming engagement by meeting with FGR’s owners and management team, along with each restaurant’s Executive Chef and General Manager. Through one-on-one interviews, small group discussions, delectable research…errrr… tastings from each restaurant, and analogous studies, HOT° captured powerful information and meaningful insight about Fifth Group’s history, culture, competition, goals and much more. A full day workshop – a Platforming signature – brought multiple stakeholders together to create alignment regarding unique selling propositions, brand values and critical operational and marketing opportunities. The spirited, collaborative session included a graphic facilitator and lots and lots of sticky notes. The result: a clear Narrative, Voice and Platform for each brand, and a strategic go-forward marketing roadmap.
At Fifth Group Restaurants dining out is more than just a meal. It’s an experience. A fusion of sights, sounds, aromas, touches and tastes that blend together to create a feast for the senses. At each of their seven unique restaurant destinations, guests experience fresh, bold flavors in chef-inspired contemporary cuisines, creative wine and cocktail menus, and stylish environments with cultural flair. All presented with Fifth Group’s engaging signature service.