ABOUT THE COMPANY

Founded in 1975, The Melting Pot has offered a unique fondue dining experience for 40 years. The Melting Pot Restaurants, Inc. has more than 120 restaurants in 35 U.S. states, Canada, Mexico, Southeast Asia and the United Arab Emirates.

STAYING RELEVANT IN A CHANGING WORLD

For over 40 years, The Melting Pot has occupied a unique place in the restaurant landscape, and has held a treasured place in the hearts of millions of diners. As times change, markets shift and customers’ preferences evolve. Brands that stand still are left behind. To thrive and build relevance with the new generation, The Melting Pot recognized this and looked to innovate their brand from a consistent platform, invigorate and revitalize leadership.

As the management company for The Melting Pot, Front Burner Brands saw this brand challenge and embraced the opportunity to renew and create new experiences that meet and exceed guest satisfaction.  They embarked on a journey…a brand journey.

Front Burner Brands took a deep dive into understanding the customer segmentation for The Melting Pot and conducted the first-ever Awareness, Attitudes and Usage Study (AAU). The findings provided depth into the existing customer, provided insight into what strategies and tactics have the greatest impact with The Melting Pot’s target customer, and helped guide the creative team as the new brand campaign was developed.

Through the brand journey, Front Burner strengthened The Melting Pot brand from the ground up. They looked at the foundation and brand attributes, defined brand pillars, developed a competitive and brand positioning, defined their brand promise and delivered on their brand essence.

Front Burner Brands developed a roadmap for a five-year plan that would be executed through 11 strategic initiatives, which included brand innovation. The foundation of the brand journey defined the companies guiding principles, which helped define the strategic initiatives that would impact business, allow the brand to stay competitive and relevant, and drive revenue, all while staying authentic to the core values of the brand. As a 40-year old company, The Melting Pot is a great example that when determining a strategic roadmap, companies can begin at any point in the process. It is customizable to where the business needs you to begin.

SERVICES PROVIDED

  • Revitalization of 40 year old franchise brand
  • New marketing strategy including messaging, menu, digital, social media, public relations, and store design
  • Implementation of underperforming franchise program including corporate acquisition, transfer, and financing
  • Implementation of eLearning platforms for increased uniform operations
  • Implementation of new employee and franchisee culture based on servant leadership

RESULTS

  • Increase in franchise sales
  • Nation’s Restaurant News 2015 No. 1 Casual Dining Restaurant
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The Melting Pot - Brand Journey Sample

A sampling of The Melting Pot’s brand journey book