News and Events
04.01.07 — The Culinary Edge recognized for role in Damon Restaurants’ recent turnaround
Nation’s Restaurant News, in a larger article about branding, “Companies strike up the brand to win over new, loyal customers”, reports that “Ten years ago, the Brand Keys Customer Loyalty Engagement Index found that price-value, service, food and food quality, and fun were the factors that drove brand loyalty in the restaurant category. This year, however, loyalty is driven by menu variety, customer service, healthful menu choices and value, décor and entertainment.” The May 28 story goes on to note that Damon’s Grill had been experiencing lower guest counts, so “The chain hired San Francisco-based The Culinary Edge to create new menu items, which (Jon) Quinn (director of marketing for Damon’s) says is a key component of the brand positioning.”
And, in Restaurant Hospitality Magazine: “Despite several pages of offerings, consumers told Damon’s the menu was a bit boring and lacking in “craveable” items, says (Damon’s CEO Carl) Howard. Enter (The) Culinary Edge, the San Francisco-based menu consultants, who have worked with successful chains like P.F. Chang’s, Jamba Juice, Red Lobster and Starbucks, and who helped introduce new, more exciting items to the menu.” Damon’s multi-pronged effort to reverse falling sales appears to have worked, “At the unit level, much to the liking of its franchise community, the implementation of the new menu and marketing strategies have boosted check averages up to $17, lowered food costs to less than 30 percent and pushed sales per unit ‘north of $3 million.’