A mall-based foodservice chain, featuring a savory snack product line wanted to increase customer traffic, sales and profits in their existing stores.
The existing product line had come under increasing competitive pressure from new foodservice chain and independent operators, offering similar products and price points.
Successful negotiations were consummated with five established, sweet and savory branded snack product manufacturers and retailers, resulting in a much broader sweet and savory product menu offering. As a result, the customer base expanded, average check increased (as customers purchased multiple sweet and savory snacks), and sales/profits rose accordingly.
As a result of the increased customer traffic generated by co-branding, several mall locations, scheduled to close due to poor sales and profits, remained open and returned to profitability.
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