Scaling a Bespoke Experience to Grow a Brand

Image: Eleven Madison Park

​Corporate Challenge: Can creating bespoke experiences grow a brand?

Ironbound Strategy:  Every effort to create value for customers, employees, and society gets noticed.  A brand’s loyalty increases when value is constantly being created for their customers, employees, and society.

Ironbound Action: New York based restaurant Eleven Madison Park was already known as one of the best restaurants in the world, but their founders wanted to find new ways of creating even more value for their customers. Soon the team developed a new job called ‘Dreamweavers’, who used available data on guests to create new and bespoke dining experiences for them.*  Designing custom experiences helped elevate the restaurant’s status in the haute cuisine world.  Brands that look for unique ways of creating more value for their stakeholders will always be chosen over their competitors.

* An example of a Dreamweaver's bespoke guest experience included someone who shared an interest in tennis, receiving tennis themed foods arriving at their table, along with tennis motifs, etc. Each Dreamweaver experience is bespoke, never to be repeated the same way again.

** Food and beverage sales in the US has seen a steady increase over the last few years to $798B last FY vs $782B the previous FY.  High end limited service restaurants (including the haute cuisine category) made $210B in sales.  Full service chain restaurants (in the category with Applebees) made $247B in sales.  Approximately 195M consumers visit a sit-down restaurant in America at least once per quarter.