Despite several points, Bulk was not perceived by visitors as a full-fledged network. Different names and positioning, the lack of a unified management strategy hindered further development on the market and attracting new guests. The main goal was to unite all points by creating an authentic brand and a unique interior design project. The main task was to develop an idea that would distinguish the network from competitors, and to define a clear positioning with a clear selling proposition. It was necessary to “breathe life” into the institution anew in order to attract a young audience and show what a St. Petersburg monokuhnya could be like.

The agency’s specialists were required to conduct an audit, form a brand platform, develop a corporate identity, as well as a network interior design project, and supervise its implementation. The agency’s team conducted a marketing audit, analyzing the general development trends of the restaurant market in Russia and St. Petersburg, the competitive field, as well as the perception of the dumplings network by different target groups of consumers. As a result, the following problems were identified: the lack of a pronounced image and style of the network, a low level of brand awareness, the lack of a unified style of design of the chain’s establishments, a unified format of communication with customers, the dependence of interior solutions on the type of location, a lack of emotional anchors that affect the consumer, focus on already loyal consumers, low differentiation by name, as well as the lack of a unified concept of verbal positioning elements. In the course of the research, conversations were held with market experts, in-depth interviews with both consumers who visit Bulk and dumplings segment, and with those who are not interested in dumplings. In addition, the “mystery shopper” research method was used for more complete analytics.

As a result, the agency’s team came to the conclusion that the consumer is interested in simple and understandable establishments close to him. To solve the identified problems, a brand platform was formed, emphasizing the compliance of establishments with the fast casual format. The fast casual format is new for St. Petersburg and is a synthesis of a traditional restaurant and a fast food establishment. Thus, the concept of positioning was chosen, referring to the originality of the St. Petersburg monokuchen and at the same time following the traditions of Russian cuisine. Light culinary nostalgia for the Soviet past, embodied in the developed brand, brings to mind family evenings and joint molding of dumplings, in sharp contrast to the messages of other establishments that emphasize the individualistic component.