CLIENT
San Francisco Soup CompanyBRIEF
San Francisco Soup Company, a multi-location fast-casual dining option and downtown San Francisco staple, was looking to expand their reach. They served healthy eating options, sourced local ingredients, used compostable packaging, and offered global flavors – long before it was “on trend.” Despite these offerings, they were quickly losing market share to the rise of new, salad-focused restaurant options.SOLUTION
We compiled qualitative and quantitative data with Bellwether Food Group to understand what drives the local market. Research in hand, we determined the best way to maintain loyal customers and attract new ones, was to complete a comprehensive brand overhaul. We created educational campaigns to excite loyalists about the transition, while simultaneously updating the name to Ladle & Leaf. A new name was the only way to capture the interest of new guests, while touting their healthy soup, salad, and sandwich offerings that customers desire in a quick service meal. Soup meets salad in the iconic ampersand logo. The new brand has come to life through signage, messaging, packaging, interiors, email marketing, uniforms, social media, photography, and more. The brand continues to evolve through quarterly activations that highlight local purveyors, chef collaborations, seasonal ingredients, soup month, and other topics.RESULTS
We’ve successfully transitioned 9 of their Bay Area locations from San Francisco Soup Company’s to the more modern, farm-to-table aesthetic of Ladle & Leaf. Upon launch, salad sales have nearly doubled, and additional sales have consistently increased. We helped introduced a loyalty program that continuously tracks success metrics, as well as a perfect pairing combo that has increased per ticket averages.CLIENT
San Francisco Soup CompanyBRIEF
San Francisco Soup Company, a multi-location fast-casual dining option and downtown San Francisco staple, was looking to expand their reach. They served healthy eating options, sourced local ingredients, used compostable packaging, and offered global flavors – long before it was “on trend.” Despite these offerings, they were quickly losing market share to the rise of new, salad-focused restaurant options.
SOLUTION
We compiled qualitative and quantitative data with Bellwether Food Group to understand what drives the local market. Research in hand, we determined the best way to maintain loyal customers and attract new ones, was to complete a comprehensive brand overhaul. We created educational campaigns to excite loyalists about the transition, while simultaneously updating the name to Ladle & Leaf. A new name was the only way to capture the interest of new guests, while touting their healthy soup, salad, and sandwich offerings that customers desire in a quick service meal. Soup meets salad in the iconic ampersand logo. The new brand has come to life through signage, messaging, packaging, interiors, email marketing, uniforms, social media, photography, and more. The brand continues to evolve through quarterly activations that highlight local purveyors, chef collaborations, seasonal ingredients, soup month, and other topics.
RESULTS
We’ve successfully transitioned 9 of their Bay Area locations from San Francisco Soup Company’s to the more modern, farm-to-table aesthetic of Ladle & Leaf. Upon launch, salad sales have nearly doubled, and additional sales have consistently increased. We helped introduced a loyalty program that continuously tracks success metrics, as well as a perfect pairing combo that has increased per ticket averages.
Client Insight
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"They're terrific partners. I feel like they're an extension of our company. They care about our success, and they're deeply engaged in everything we do."
Steve Sarver – Co-Owner, Ladle & Leaf & San Francisco Soup Company
