Fancy a Korean rice bowl? Those open-minded enough to take the jump were rewarded with a complete taste sensation. But the many more newbies would dismiss it. This got a tad annoying for the Grounded Kitchen team - enjoying a cult status with those that had tried, and nothing from those more comfortable finding something else further along the high street. To convert footfall Grounded Kitchen needed a visual idea to dramatise their difference and deliver serious curb appeal to those currently missing out.

MAKE IT MOTIVATING

Our immersion into the brand found three interesting discriminators. 1). The process of delivering fresh Korean food your way via a working kitchen. 2). Its wholesome ingredients delivering a balanced nutritious and delicious meal. And finally, 3). the beauty of a Grounded Kitchen bowl delicately arranged and layered by hand. 

When we tested our thinking with loyal GK'ers it was clear that the beauty of the bowl was the best way to grab attention. Our research had shown us that most other casual dining operators had stuck to expected methods when communicating and displaying their offerings, leaving us with an opportunity to do things a little differently.   

MAKE IT MATTER

‘Built Beautifully’ was our design concept, focusing on showcasing the perfect balance of fresh ingredients and the hand-built layering found in every bowl. The deconstructed bowl captures the attention of window shoppers while showcasing everything they can expect in a bowl, increasing comfort levels for those trying their first bowl.

Stores rolled out the concept and saw a positive change in customer understanding, resulting in an average +20% sales increase versus the prior install month. Importantly this footfall and sales increase was driven by incremental orders across target demographics leaving more people to spread the word, one beautiful bowl shot at a time.