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.