Hops tweaks menu

Modern Brewery Age, Sept 8, 2003

Hops Grillhouse & Brewery, formerly known as Hops Restaurant/ Bar/Brewery, has unveiled a multimillion dollar brand positioning strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness and grilled tastes as well as an array of aromas, textures and price points."

"Our consumer-driven strategy distinctly defines Hops as a destination for high quality, only-at-Hops food and handcrafted beer as well as a place where good friends can relax and savor great food in a warm, comfortable environment," said Tom E. DuPree, Jr., Chairman and Chief Executive Officer of Hops Grillhouse & Brewery.

According to Mr. DuPree, the company significantly improved Hops food service operation. "After careful review and much research, we established a well-defined brand position that clearly speaks to quality and to added value by delivering delicious grilled steaks, fresh seafood, Hops specialties, distinct sauces and flavor profiles topped off with great handcrafted beers."

According to Hops Vice President of Marketing Sue Morgan, the brand positioning strategy "directly engages the Hops consumer base and presents a compelling dynamic to increase guest frequency."

She adds, "Our refined positioning is multi-tiered and multi-dimensional in scope, touching all aspects of the brand from the name to the menu, service, marketing and training to plate-ware and uniforms. The ultimate goal is to emphasize the brand qualities that our guests love."

"We significantly raised the bar and created a more simplified, quality feel to our brand. At the same time, we maintained Hops' reputation for excellent food and handcrafted beer in a comfortable environment," added Ms. Morgan.

Morgan noted that the chain has also worked to improve its beer service, although the brand formulations have not changed. She said that the new policy is intended to ensure that "each guest is served the perfect beer, in the perfect glass at the perfect temperature.

"Like our consumer-focused menu" Morgan added, "the improvements to our beer service were directly consumer driven through in-restaurant and web-based consumer surveys."

Beginning this month 1.2 million targeted consumers in 29 Hops markets will receive a direct mail piece that introduces the new menu and provides incentives for consumers to dine at Hops. The direct mail campaign will continue through October.