David Lloyd Leisure


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



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.



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.