Strategic Innovation and Development: Why Manchu WOK is winning awards and has increased its customer base up to 25%

Tags: Asian/Chinese, Food & Beverage, Industry Services, Marketing / Branding / Promotion, Restaurant Design / Layout
Type: Case Study
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Manchu WOK spent a year studying its operations, strategies and menu before defining six major areas on which to focus. The company sought input from in-store customer surveys and used that information to update its menu and reimage a limited number of stores.

The rebranding test included recipe enhancements and a new look for the stores. Improvements included new colors and updated menu boards, as well as a revamped steam table. The company also focused on improving the customer experience and tested the results with a mystery shopping program.

After a successful test, the company has developed a new prototype store and issued a new brand promise emphasizing an improved customer experience with fresh food served fast.