Reinvigorating a family business.






The highly successful, in-house restaurant at Jarrold – Norwich’s famous, family owned department store - needed a revamp after 15 years of continual use. EDGE was briefed to create a modern, stylish concept that would appeal to a wider audience than before (from senior citizens to young families and young professionals), whilst retaining the existing customer base, loyal to the restaurant’s home-cooking and organic produce.

What’s the Big Idea?

‘Home from Home’: finding the positioning that would appeal to customers of all ages: home-cooked, beautifully-made and honest food – straight from the pantry. 'The Pantry’ became the name for the restaurant as it evoked a country kitchen feel with a modern twist. The new environment was in touch with its locality and heritage and yet understood that people were looking for a social space with warmth and personality.

Return on Investment:

‘EDGE listened and helped with the development of our vision and took time to observe and research our customer base, ensuring that they had a thorough understanding of our current customers and our target customer before embarking. The Pantry Restaurant has been well received by our customers, is continuing to attract new customers every day and importantly is delivering a consistent sales growth.’  
Carole Slaughter, Marketing Manager, Jarrold Retail.

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