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Case Studies –
Ohris
Developed the Cake Vertical as a distinct brand.
Bridgegap Consultants assisted Ohri’s, a well-known restaurant chain, in developing a new cake vertical. This involved creating a distinctive brand identity, complete with its own Brand Architecture and Positioning, to differentiate the cake line from the parent brand.
Bridgegap’s efforts helped establish the new vertical as a unique offering within the dessert space, targeting a broader customer base while maintaining alignment with Ohri’s overall brand ethos.
The Bridgegap Solution
The Situation
- A brand with a presence of multiple portfolio of restaurants
- However, the Bakery vertical had low Brand Recall & Awareness.
- Consumers unclear about the offering of the bakery division Vs. restaurants.
The Bridgegap Solution
- Developed the Cake Vertical as a separate brand, with its own distinctive Brand Architecture and Positioning
- Conceptualised the Launch Strategy and also led execution of an offline retail store and online delivery model
- Led the agency Empanelment and coordination for amplification (creative, social media, PR)
- Created the seasonal launch calendar of products to drive continuous consumer engagement through the year
- Built Online cake delivery sales via tactical discount promotions
The Impact
- Online Cake vertical business grew 4X in 2 years
- Vertical now contributing to +20% of Total Revenue
- Proposed for physical stores/outlets and the nomenclature → now called OHRI’s CAKE NATION
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