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Toby Presentation 2016

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by

John Barlow

on 4 May 2016

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Transcript of Toby Presentation 2016

Toby Presentation 2016
It’s been quite a year at Toby. We’ve been working towards a number of core strategies. Here’s how we’re getting on.
What’s more, we’ve trialed an expanded Sunday offering too.
And our work this year has pushed the Sunday occasion more than ever
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CORE STRATEGY 2 - UPDATE
OUR IMAGE
Over the year we’ve continued to work on how we look
By being more aspirational with the brand
With stronger photography
And lighter, brighter point of sale
We’ve even given our premises a makeover
 
With a selection of new openings
 And remodeled sites.
We have used consumer research to find an even more engaging way to bring to life our brand line ‘home of the roast’ in order to attract new customers into the business and increase frequency of visits amongst of our existing guests.
CORE STRATEGY 3
MANAGE THE PROFITABILITY OF THE ECONOMIC MODEL
Another key goal for this year was profitability.

Margins improved with the upsell of drinks and puddings in the new light nights and drinks menus
We learnt a lot from price trails across Midweek and Breakfast during our Light Nights period
 
And we constructed a more detailed and varied promotional calendar to drive more profitable discounted meals into the business
CORE STRATEGY 4
GUEST RECRUITMENT AND RETENTION
The last year has also been about getting more people to visit Toby.
 
Some of our radio ads focused on encouraging visits at specific occasions, such as midweek
 
Backed up with PR activity that focused on midweek recruitment.
We helped to increase guest loyalty with the launch of the Toby App – getting an impressive 76,000 downloads so far.
We gave people in Scotland more of a reason to visit with the introduction of our Scottish breakfast
And did the same for families all over the UK, with the launch of our Family Celebration Packs that guest can pre-order when they book.
In fact, our goal to attract more guests from different backgrounds seems to have worked better than expected…
CORE STRATEGY 1
Make Toby the 1st choice for Sunday
Our main goal has been to position Toby as the number one choice for Sunday dining.
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