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.
_____________________________________________________________________________________________________________________________________________________
OBJECTIVE
When Left Bank Melbourne first introduced bottomless brunch, it ran as a single undifferentiated offering across multiple days and times with no distinct identity, no defined audience and no brand to speak of. As the bottomless market in Melbourne grew increasingly competitive, a one-size-fits-all approach was no longer enough. The objective was to reposition bottomless from a generic menu package into a portfolio of distinct experiences, each with its own identity, target audience, occasion and visual language, that could be marketed with precision and scaled commercially.
APPROACH
Research into booking behaviour, customer data and market trends revealed that the people coming to Left Bank for bottomless were not one audience, they were several, with different motivations, different occasions and different expectations of the experience.
Rather than continue marketing a single product to everyone, the decision was made to segment the offering into four distinct sessions, each positioned to own a specific occasion and speak directly to its audience. Each session was given its own visual identity, tone of voice and campaign approach to ensure it felt distinct and relevant to its audience.
BOTTOMLESS BRUNCH
Our biggest selling session. Repositioned as a Saturday daytime celebration experience targeting women aged 18-30 planning birthdays, hens and group occasions. Bold, party-led creative was developed to reinforce the ritual of brunch as a social institution. Something people actively plan their weekend around.
SUPPER CLUB
Previously part of the original bottomless brunch offering, Supper Club was separated out and rebranded as its own distinct session. Targeting 18-27 year olds on Friday and Saturday nights, the repositioning recognised that the late night occasion had its own audience and energy that was being lost within a daytime brunch brand. The creative was developed to feel bold and unapologetic, a deliberate contrast to the daytime sessions.
BOTTOMLESS SUNDAYS
The most recently introduced session, developed in response to an identified gap in the portfolio for a more considered Sunday experience. Targeting a slightly older 25-45 year old audience, the positioning responds to a broader shift in how this demographic prefers to dine, share plates have become the format of choice, favouring a more social and relaxed way of eating over set individual meals. Combined with a curated alcohol offering in place of cocktail jugs and a live DJ vinyl soundtrack, every element was a deliberate choice to signal a different occasion and attract a different guest. The visual identity and tone of voice reflect that shift.
MAKE IT BOTTOMLESS
A new offer introduced to capture an audience that wasn't being served by the existing sessions. Recognising that not every guest wants a set package with a fixed food offering, Make It Bottomless was created as a flexible drinks-only add-on that can be applied to any meal. Initially launched on Friday nights only, the strength of the response led to a rollout across six nights a week. The positioning targets a broader audience and extends the commercial reach of the bottomless offering across more trading periods and more guest types. Messaging focuses on ease and spontaneity.
EXECUTION
A visual framework was developed in-house to bring all four sessions under one Bottomless brand while keeping each one distinct. The system needed to work as a portfolio. Coherent enough to feel intentional, different enough that each session could be marketed to its own audience without confusion.
A Bottomless hub page was designed and built in-house to house all four sessions and direct guests to the right experience. Each session received its own dedicated landing page with photography art directed and styled and all copy written in-house.
Make It Bottomless launched on Friday nights as a deliberate test before committing to a wider rollout. The response was strong enough to take it across six nights a week. Organic social content was planned and managed separately for each session, tailored to the audience and occasion of each product rather than treated as one brand with one voice.
RESULTS
18%
INCREASE IN BRUNCH BOOKINGS
22%
INCREASE IN BOTTOMLESS COVERS
9%
INCREASE IN SOCIAL ENGAGEMENT
17%
INCREASE IN BRUNCH LANDING PAGE VISITS
