Multicultural Audiences
Piccadilly Cafeterias:
Diverse Menu, meet Diverse Audience.
Piccadilly faced a challenge of diverse cultures in the Miami/Ft. Lauderdale DMA and needed to find a way to reach out to these audiences in ways that were meaningful to them. While much of the market was Caucasian, both residents and snowbirds, another significant part of the population was Hispanic.
ACTION: Following extensive C3 Intelligence™ and BrandMap™ research conducted by GodwinGroup, a program was implemented to demonstrate Piccadilly’s new understanding of their diverse market segments. For the Hispanic population, this meant translating advertising into Spanish and sponsoring local festivals with on-site food sampling. On GodwinGroup’s recommendation, menu items in Hispanic locations were revised to attract the audience. Conversely, in heavily populated Caucasian areas in the DMA, the focus was on developing on-site health and well-being events.
REACTION: With all units in the DMA projected to experience sales declines of up to 10% for the quarter, a 3% increase was reported instead, as was increased trial among the Hispanic population.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
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