LEFT BANK MELBOURNE | PORTFOLIO STRATEGY & BRAND DEVELOPMENT
Transforming a single offering into three distinct bottomless experiences.
Transforming a single offering into three distinct bottomless experiences.
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OBJECTIVE
Bottomless brunch originally operated as a single, undifferentiated offering across multiple days and times, with no clear identity or audience segmentation.
As competition increased across Melbourne, the objective was to move away from a one size fits all approach and develop distinct products around different audiences and occasions.
APPROACH
Analysis of booking behaviour, customer data and market trends revealed distinct audience segments with different motivations and occasions.
Rather than continuing to market a single product to everyone, the offering was restructured into three distinct experiences: Bottomless Brunch, Supper Club and Make It Bottomless. Each was given its own positioning, audience, visual identity and campaign approach while sitting within a cohesive Bottomless brand.
BOTTOMLESS BRUNCH
Bottomless Brunch was repositioned as the core Saturday and Sunday daytime offering, targeting a younger audience planning birthdays, hens and group occasions.
The creative direction centred on brunch as a social ritual, with a bold, celebration led identity designed to drive advance bookings
The creative direction centred on brunch as a social ritual, with a bold, celebration led identity designed to drive advance bookings
15%
INCREASE IN BOTTOMLESS BRUNCH REVENUE
13% INCREASE IN BOTTOMLESS BRUNCH COVERS
13% INCREASE IN BOTTOMLESS BRUNCH COVERS
SUPPER CLUB
Supper Club separated the late night session from the daytime brunch brand, creating a distinct Friday and Saturday night product with its own audience, identity and tone.
The repositioning gave the session a clearer reason to exist after dark and attracted a different, younger guest.
The repositioning gave the session a clearer reason to exist after dark and attracted a different, younger guest.
+500% INCREASE IN BOOKINGS VS PREVIOUS BOTTOMLESS BRUNCH (TWILIGHT) SESSION
MAKE IT BOTTOMLESS
Make It Bottomless was developed in response to a gap in the existing offer: guests who wanted the bottomless drinks experience without committing to a fixed set menu or structured session.
The new product was designed as a flexible drinks only add on that could be applied to an existing booking, opening the bottomless offer to a broader range of occasions and giving guests greater choice.
Initially launched on Friday nights as a test, strong demand led to the offer expanding into additional trading periods.
The new product was designed as a flexible drinks only add on that could be applied to an existing booking, opening the bottomless offer to a broader range of occasions and giving guests greater choice.
Initially launched on Friday nights as a test, strong demand led to the offer expanding into additional trading periods.
3,650+
MAKE IT BOTTOMLESS PACKAGES SOLD ANNUALLY
$173K+ REVENUE GENERATED ANNUALLY
$173K+ REVENUE GENERATED ANNUALLY
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.
