Services Provided
Problem
When we first met Alaçatı Muhallebicisi, it was a 15 m² shop with a confectioner concept only. It needed a clear brand strategy and the expansion of the brand as a franchise system. The brand had problems such as the limits of its product portfolio, its pricing strategy, and the lack of clarity on the brand’s main reason for existence. On the other hand, this brand, actualized as a unique brand, needed to be rescued from that unique identity and needed to reach a structure that would address a broader audience. Because this identity was posing a vital obstacle to create a sustainable brand system.
Solution
The fundamental strategic decisions were made with a one-year project for the brand. The brand identity was clarified, and its lines were drawn clearly. A counter-positioning idea was developed for Alaçatı Muhallebicisi. It has been positioned as a brand that will represent the light and refreshing tastes of the Aegean against the greasy, heavy flavors of the Eastern culture. This positioning eliminated the biggest challenge to the brand’s product expansion. It paved the way for it to become a brand that can grow commercially as well. The brand became salable with İzmir Kumrusu, Boyoz, Alaçatı Ice Cream, Aegean olive oil dishes, and Aegean-inspired desserts. The brand strategy was created, and commercially appropriate choices were made by carefully scrutinizing the brand’s menu. The brand has adopted the mission of embracing the flavors of the Aegean and keeping these flavors alive.
Result
The menu of the brand renewed in a short time, created by the kitchen team within the framework of the new vision, was successful. The brand that sells products at certain times of the day has become able to sell products every hour a day. The recipe average has been increased by about three times.
The unique identity of the brand has been changed, and a more modern and urban identity has been created. The values that the brand represents came to life in the colors of its visual identity.
The brand got hundreds of franchise applications in the first year. Today, there are more than 70 Alaçatı Muhallebicisi branches, and new branches are opening day by day. Who wouldn’t want to invest in a determined business? “The flavor breeze of Aegean” becomes stronger day by day and brings long-awaited tastes and holiday memories to people living in metropolises.
