David Lloyd Leisure

 

Objective: 

To develop a drinks strategy for the Dlicious brand to improve the overall appeal of the drinks offer, increase margin and drive sales.

 

Process:

The process included a number of club visits to fully understand the current DLicious strategy and club profiles. A sales analysis of the current drink offering including range, pricing, contract position and sales and a review and impact of current promotional and training programmes was undertaken.

The members feedback & research was reviewed and market innovations identified with key competitor reviews.

 

Outcomes:

The recommendations for new DLicious drinks strategy included an overall vision and supporting philosophies with suggested products and pricing structure. Additionally the on-going training and support requirements were outlined.

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