Tesco (instore cafe estate)

The objective was to drive Café football and spend across the whole estate in line with a refresh of existing cafes and new site openings.

The menu had to be appealing, efficient and the overall proposition well communicated to appeal to new customers. a new menu was developed and a seasonal activity plan to tie in with wider store activity put in place.

A new menu was developed using TURF (total unduplicated reach & frequency) which configured the optimal menu consisting of the best selling dishes with the greatest appeal and consumer reach.
A new identity, comms and activation plan was implemented to support the menu and continues to be rolled out across the UK.