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Uppercrust – Brand Relaunch

The situation we faced was a tired brand “Uppercrust” suffering from menu fatigue, falling customer satisfaction and profitability leading to declining sales and customer numbers.*

At Select Service Partner Ltd of Compass Group UK Division, Max Jenvey redesigned and repositioned the brand. To achieve this successful result, Jenvey commissioned a marketing audit focusing on demographic profiles, consumer segments and insights, range of products, look and feel of the units and customer service.


Jenvey also launched a new pricing strategy and customer service training to enhance a successful brand launch. With the brand relaunch Max Jenvey converted 25 sights across London and South; with a further 200 sites rolled out across the UK travel sector including airports, shopping centres and the rail network.

The strategy of a redesigned and repositioned Upper Crust with a new product range and accordingly trained staff resulted in an increase of customer numbers by 25%, a sales uplift by 14% delivering an incremental revenue of £7 million over a nine month period.

*Work carried out by Max Jenvey as salaried employee.

  • Client: Uppercrust
  • Date: May, 2012
  • Services: Brand Development, Business Turnaround, Market Research, Strategic Marketing Planning