Honey Farms
Menu Evolution
From convenience stop to craveable destination.
What were the aims of the assignment?
Global Montello sought to elevate their culinary offering with a refreshed food and beverage menu for their regional brand Honey Farms.
TCE was engaged to design an operationally streamlined program, capable of supporting a high-quality, contemporary, and convenient menu that would drive repeat, routine usage across a range of audiences and occasions.
How did you identify the market whitespace?
The TCE consulting team conducted an in-person competitive safari of 13 concepts across Boston, MA and Austin, TX, to pair with robust secondary research, resulting in a three-pronged strategic canvas encompassing our brand, our consumers, and our competition.
We found that despite brands flexing "made-to-order" freshness, c-store menus remained rooted in overly indulgent excess. Meanwhile, health solutions were relegated to sad, soggy pre-made salads or pre-packed CPG products. Honey Farms was poised to bring a fresh new take on craveable classics, featuring high-quality ingredients, local partners, and flavor packed housemade craft.
How do you create the menu to achieve the business objectives?
Building on our insights from the field and leveraging our chef team's deep operational expertise, we knew that our offering had to be convenient for guests on the go but still deliver on our promise of freshmade craft while fitting the labor and equipment constraints of a c-store footprint.
This led us to griddled-to-order sandwiches, that would flex across the morning and afternoon, packed with classic flavors including a signature "Stinger" sauce and full of fresh ingredients unseen at most of our competition. We also designed high-impact, low lift sides and on-brand honey-infused beverages for easy pairing with our handheld centerpiece.
What were the business outcomes?
The Global Montello team launched a newly reimagined Honey Farms Market in Raynham, MA in June 2025, with this evolved food and beverage program serving as the cornerstone of the brand's refreshed proposition as "the community's go-to neighborhood market".
