LEFT BANK MELBOURNE | PORTFOLIO STRATEGY & BRAND DEVELOPMENT
Transforming a single offering into a suite of four distinct bottomless experiences.
Transforming a single offering into a suite of four distinct bottomless experiences.
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OBJECTIVE
When Left Bank Melbourne first introduced bottomless brunch, it operated as a single, undifferentiated offering across multiple days and times, with no clear identity or audience segmentation.
As the bottomless market in Melbourne became increasingly competitive, a one-size-fits-all approach was no longer effective.
The objective was to reposition bottomless from a generic package into a portfolio of distinct experiences, each with its own identity, audience and occasion, allowing the offer to be marketed with greater precision and scaled commercially.
APPROACH
Analysis of booking behaviour, customer data and market trends revealed that the bottomless audience was not singular, but made up of distinct segments with different motivations and occasions.
Rather than continuing to market a single product to all guests, the strategy shifted to a portfolio model. The offering was restructured into four distinct sessions, each positioned around a specific occasion and audience.
Each experience was given its own visual identity, tone of voice and campaign approach, ensuring it could be marketed independently while still sitting within a cohesive brand system.
BOTTOMLESS BRUNCH
Bottomless Brunch was repositioned as a Saturday daytime celebration, targeting a younger 18–30 audience planning birthdays, hens and group occasions.
The insight was that brunch functions as a social ritual, something people plan their weekend around rather than a spontaneous booking. Creative direction leaned into this, with bold, party-led visuals designed to elevate the sense of occasion and drive advance bookings.
15%
INCREASE IN SATURDAY BOTTOMLESS BRUNCH REVENUE
13% INCREASE IN SATURDAY BOTTOMLESS BRUNCH COVERS
14,140 TOTAL SATURDAY BOTTOMLESS BRUNCH COVERS (7 MONTHS)
$964,362 TOTAL SATURDAY BOTTOMLESS BRUNCH REVENUE (7 MONTHS)
13% INCREASE IN SATURDAY BOTTOMLESS BRUNCH COVERS
14,140 TOTAL SATURDAY BOTTOMLESS BRUNCH COVERS (7 MONTHS)
$964,362 TOTAL SATURDAY BOTTOMLESS BRUNCH REVENUE (7 MONTHS)
SUPPER CLUB
Supper Club was separated from the original brunch offering and repositioned as a late-night format, targeting a younger audience across Friday and Saturday nights.
The insight was that the late-night occasion had a distinct energy that was being diluted within a daytime-led brand. Creating a clear separation allowed the session to establish its own identity and attract a different guest.
1,379 BOOKINGS (FIRST 7 MONTHS)
+500% INCREASE IN BOOKINGS VS PREVIOUS BOTTOMLESS BRUNCH (TWILIGHT SESSION)
+500% INCREASE IN BOOKINGS VS PREVIOUS BOTTOMLESS BRUNCH (TWILIGHT SESSION)
REPOSITIONED FROM A DAYTIME EXTENSION INTO A DISTINCT LATE-NIGHT FORMAT
ATTRACTED A NEW, YOUNGER AUDIENCE SEGMENT
BOTTOMLESS SUNDAYS
Bottomless Sundays was introduced to capture a more considered, daytime dining audience, targeting a slightly older 25–45 demographic.
The positioning responded to a shift towards longer, more relaxed group dining occasions, with shared plates replacing individual meals and a curated drinks offering replacing high-volume cocktail formats. A live DJ vinyl soundtrack and more refined visual direction reinforced a slower, more social experience.
NEW SESSION INTRODUCED TO THE BOTTOMLESS SUITE
LAUNCHED MARCH 2026 AS A DISTINCT SUNDAY LONG LUNCH FORMAT
DESIGNED TO CAPTURE A MORE CONSIDERED, DAYTIME DINING OCCASION
SHIFTED FROM HIGH-VOLUME BRUNCH TO A MORE SOCIAL, SHARED EXPERIENCE
MAKE IT BOTTOMLESS
Make It Bottomless was introduced to capture a segment of guests not suited to traditional set packages, those seeking flexibility over a fixed, structured bottomless format.
Not all bottomless occasions are built around structured sessions, with some guests prioritising spontaneity and control.
Positioned as a drinks-only add-on that could be applied to any booking, the product expanded the bottomless suite beyond core sessions. Initially launched on Friday nights as a test, strong demand led to expansion into additional trading periods.
1,415
BOOKINGS (FIRST 7 MONTHS)
31% OF GUESTS UPGRADED TO PREMIUM
$52 AVERAGE SPEND PER GUEST
31% OF GUESTS UPGRADED TO PREMIUM
$52 AVERAGE SPEND PER GUEST
NEW SESSION INTRODUCED TO THE BOTTOMLESS SUITE
LAUNCHED FRIDAY NIGHTS ONLY
LAUNCHED FRIDAY NIGHTS ONLY
EXPANDED BEYOND FRIDAY NIGHTS FROM MARCH 2026 DUE TO DEMAND
EXECUTION
A visual framework was developed in-house to unify all four sessions under a single Bottomless brand while maintaining clear differentiation between each experience. The system was designed to work as a portfolio, cohesive enough to feel intentional, but distinct enough that each session could be marketed to its own audience.
A central Bottomless hub page was designed and built in-house to house all sessions and guide users to the right experience. Each session was supported by its own dedicated landing page, with art direction and copy tailored to its specific audience and occasion.
Make It Bottomless was launched as a flexible add-on product, initially tested on Friday nights before being rolled out across additional trading periods in response to strong demand. This allowed the offering to capture incremental revenue from guests who were not suited to traditional set packages.
Organic social and digital content were planned and executed separately for each session, ensuring messaging, tone and creative aligned to the audience and context of each product rather than being treated as a single campaign.
