Foodco appointed IdeaWorks to help revitalise the Muffin Break brand. Research had shown declining brand relevance (low unprompted awareness 14%) and negative associations like old-fashioned, boring, fattening and mass-produced outweighing positive associations like home-style, wholesome, fresh and authentic. In a nutshell, Muffin Break was stuck in the 90s and had got left behind with today’s ever evolving customer. BUT, the product was good as regulars are satisfied.
IdeaWorks created a distinctive brand platform which would help the brand stay relevant to their existing (loyal) customers and would get them a new growth customer by tapping into the “me-moment”. “A loosely-planned moment of indulgence in my day; a small investment in time and money, but highly rewarding in energy and motivation, when I can enjoy great coffee that’s good value, and get a fresh baked treat on the side!”
The layers of experience were brought to life creatively by developing design devices that highlighted the duality of “Bake and Grind”. It positioned Muffin Break as “Bakers and Baristas”. These layers were brought to life across the brand identity, the store design and the in-store graphics to create a uniquely ownable brand experience that stopped talking about GREAT COFFEE and FRESHLY BAKED food but actually demonstrated it.
The revitalised store design was launched in Birkenhead Point and subsequent kiosks including a cafe Banbury in UK. To date the new design has received very positive response from the market and the Muffin Break network. Throughout 2013 the design will be rolled out nationally across all stand-alone and food court environments. By implementing this design Muffin Break are able to clearly differentiate themselves from their competitors