Flamingo Cafe Bars:
Food Identity Creation and Menu Launch: A Strategic Approach

Project Overview

Flamingo Café Bar operates neighborhood café bars in Bournemouth. These venues are open all day, offering relaxed morning coffees and breakfast through to brunch and all-day dining. In the evenings, the lights dim, the music turns up, and the atmosphere becomes lively and memorable.

Egg Soldiers x Flamingo:
Our Approach

The Challenge: Lack of Food Identity and a Dinner-Focused Food Offer

Flamingo approached us to help them overcome challenges, in particular to grow dinner sales while enhancing their overall food offering to set them apart from the competition. Their menu was suited to an all-day offer but lacked identity and stand-out dishes that would make them the ‘go-to’ place for dinner.

Food Strategy and Menu Overhaul

We embarked on a transformative journey with Flamingo through a structured and strategic process:

Operational Audit and Workshops: We reviewed their sites, analysing the customer experience, menu offer and kitchen operations. Following this, our creative workshop process helped define a clear food identity. By aligning the food offer with the target customers, dayparts, and occasions, we laid the foundation for crafting a compelling and ownable food narrative.
Daypart-Driven Menu Engineering: We introduced separate menus, the ‘Flamingo by Day’ and the ‘Flamingo by night’ to cater to different dining experiences. The daytime menu offers brunch dishes, sharing plates, and lighter dishes suitable for lunch, while the ‘by Night’ menu is more intimate and focuses on Sharers and House Plates, all suitable for an evening experience with drinks.
Recipe Development and Launch: Our Chefs took charge of recipe development and launched the new menu full of innovative dishes that reflected the café's vibrant, global, and lifestyle-inspired food identity.

The Results: Enhanced Menu Clarity and Customer Satisfaction

Our strategic approach has helped Flamingo have better clarity of their food direction, drawing on the brands inspiration of escapism, beach vibes and balanced living.

By aligning the menus with their target audience's needs and expectations at different dayparts, the business has clear differentiation between their daytime and evening experiences, with the right food offer for each.

Flamingo have successfully positioned itself as a go-to destination – whether it’s for breakfast, brunch, lunch or dinner occasion for both everyday dining and special occasions.