driving strategic directions for restaurant chains
bj's beer blends
As part of a complete beverage re-engineering strategy for BJ's, we dove deep into their product mix analytics. One of the areas we always look for are products, and categories, that are selling even though the menu has hidden them. Seeing that they have survived, and sometimes grown, tells us there is something we should listen to. BJ's had a few old beer and cider blends listed on the menu that showed promise. We took that base, developed new layered and mixed blends, and then put them into a test market supported by only photography in the menu. The results proved to be good enough to warrant not only a full system rollout, but also some of the blends have been highlighted in seasonal promotions.