Different Cafe
A “Different” Cafe Experience in the Heart of Riyadh
Challenge
Different Cafe approached Blue Hat with quite the dilemma; they wanted to make a cafe - a concept that seemingly exists in hundreds of neighborhoods around KSA - different. After conversing with the owners and understanding the core of this brand and where it wanted to go, we took on the challenge to transformation.
Intervention
The topics we wanted to address with this establishment was first: Destination for experience, how are we going to make Different Cafe known for its experience? Second: Brand touchpoints, how will we make the touchpoints more interesting & experiential? And third: Differentiation, how are we going to differentiate Different Cafe from other players?
We began our research by analyzing trends surrounding the F&b industry ranging anywhere from packaging and customer participation to instagrammable corners and gamification. We also tapped into case studies in order to gain insights on what other leading brands are doing and what are their game changers in that field.
Following through with the discovery phase, we also conducted ethnographic research in the sense of social listening. We were able to deduce unfiltered brand perceptions, at their truest form straight from customers expressing themselves on social media. We collected both negative and positive mentions in order to build on both aspects for the brand. Based on the social listening, we were able to deduce audience needs that fell in instagrammable moments, transparent communication, consistency and quality in service.
In order to be able to accommodate the target audience in the most accurate way, we conducted research based solely on KSA insights. We found that young Saudis tend to verge almost always towards the experiential, they value socializing quite a lot, they care about activities with high traction, they value storytelling in products, especially coffee where the origin of the beans plays an important role, and more. Our team also conducted a competitor analysis, where we looked into other big players in the cafe scene in KSA and how Different Cafe was positioned among them taking into consideration the following parameters: experiential or traditional, and varied or focused.
Results
We positioned Different Cafe as the only neighborhood cafe in Al Malqa that offers carefully crafted coffee and desserts to Millennial Saudis looking to socialize in a relaxed environment. Its purpose is to boost socialization through an indulging & delightful experience. We utilized the brand commitment matrix in the branding strategy in order to come up with the core DNA and the tribe that follows it.
We classified the brand personality as the explorer, because it thrives on discovering tastes and creating unique experiences. Different Cafe is promoting a lifestyle, all while being dynamic to keep up with its hard to impress customers.
For the brand tangibility, we touched upon the offerings, behavior, environment, and communication. For offerings, we began with food innovation tapping into trends that surpass the mainstream and go into unchartered waters, like the stories, the experiences and the mastery. We also discussed the importance of elements of surprise and customization in the F&B industry, where we suggested certain tactics that will happen prior to booking to make the customers’ time at Different, truly different. Among many other notions, we also suggested table art desserts, instagrammable menu offerings, a retail corner, artistic collaborations and more.
For behavior, we tapped into the staff manifesto, guidelines, and some culinary-skill must haves like torching and plating. For the environment, we collaborated with our in-house designers to focus on making the interior as experiential as possible with museum-like installations, live stations, and more. For the digital communication, we established the brand tone of voice, the digital channels the brand would exist on, and strategize regarding the objectives of each channel whether it is to increase brand equity and awareness or engage in a two-way communication and build meaningful relationships with Different Cafe-goers. We also established the online ads, the newsletter and the mobile app-loyalty program, all to the goal of making this cafe as Different as possible.
Recently, we took on the challenge of designing 3 posters that will be located in key walls around the cafe, as well as, adding few signages and wayfinding that fit the brand identity.
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