Winners 2016/Travel & Leisure Bronze

Project: Fly in the Loaf

Client: Heron & Brearley

Design: Good

Liverpudlian venue, Fly in the Loaf, was perceived as a place where old men drank, with a brand and interior to match. It was suffering from years of under investment and was severely underperforming.

Briefed to give the venue a new lease of life, their agency recommended that in order to attract a more diverse and younger range of customers, the offer had to change suggesting a strategic shift from an almost one dimensional beer house to a much more inclusive venue, offering craft and quality produce. An 'on brand' food offer was developed too and the agency suggested teaming up with a local artisan baker. Weekly sales are up 30% since the redesign and overall sales are up 600% on the initial post launch target; the target was £1000 weekly sales increase, however an increase of £6000 per week has been achieved. The venue now attracts a diverse range of customers who are staying longer and spending more.