KASAI dinnerclub was facing unique challenges as they expanded in 2 cities with 2 concepts at once.
The owners of Kasai were evaluating new locations for expansion, none of which were similar in form or size to their original space which featured a fine-dining experience on the top floor, a lively bar by the entrance, and a dinnerclub in the basement.
Regulars who knew what to expect at Kasai loved the place, but those who arrived for the first time was sometimes surprised by the party-atmosphere downstairs, or the lack thereof in the fine-dining area.
Two new locations were chosen for the expansion. One with a very small diningroom & kitchen. The other was larger, but without the possibility for a dinnerclub. The bigger space was also located inside a posh hotel, which had to be taken in consideration.
The Challenge: To expand with 2 more locations at once, tying them all together under the Kasai umbrella with similar food, while making sure that first-time guest could understand what to expect regardless of which location or room they were about to visit.
The Solution: Kasai Dinnerclub was renamed 'Kasai Restaurant & Cocktailbar', while the downstairs dinnerclub got the new name 'OCHAYA Dinnerclub', thus separating the fine-dining experience from the club. This allowed for another opening of Kasai Restaurant inside the posh hotel, making it easier for new guest understand and expect a dining experience instead of a club. Simultaneusly the creation of 'Mini Kasai Sushi Bar & Take-away' was born in the smaller location, serving cold dishes from the original menu.
The website was designed to clearly explain the different locations and ambiances, making it easier for customers to understand what to expect. The same was done with all Social Media channels, to reflect the 3 different styles. The launch of the new loactions was made with a Comprehension-Campaign, forcusing on teaching guests what to expect even before they had walked in a venue. After some time the marketing was gradually shifted towards more specialized response-type offers.
The Outcome: Today, both Kasai and OCHAYA have less complaints by first-time visitors, and the new Mini Kasai see a different type of clientele, often stopping in for quick bite, a lunch, or take-away. The party crowd knows to dine and drink in OCHAYA, while those who wish to have an elegant experience find their way to Kasai Restaurant & Cocktailbar.