5th February 2013

Proving that research doesn’t always have to be boring



We kick-started the New Year with an extensive research project for the popular London restaurant, Smiths of Smithfield.

Smiths of Smithfield (SOS), based in Farringdon, has been a formidable brand in London’s restaurant scene for the past twelve years. At the heart of the largest meat market in the UK, Smiths of Smithfield operates in an old London warehouse that spans across four floors, delivering a variety of dining experiences all under one roof. Whether you choose the popular fish finger sandwich on the ground floor café/bar, the more upmarket Hereford Chateaubriand on the top floor, or simply decide to socialise in the cocktail bar, Smiths offers an experience for everyone. Smiths confidently represents the diversity of the capital, attracting customers of all ages and occupations. A slice of real London, this eclectic mix of individuals (customers and staff) give the place a distinctive, urban buzz.

The very essence of the established SOS brand and its people – bold, dynamic, fun and authentic – has allowed us to produce some really exciting design work and take a far more creative approach to our research:

Graffiti Walls gave customers the chance to say (scribble) what they love and hate about Smiths.

Coaster Comments with teaser questions, offered an easy and quick way for customers to have their say on the Smiths dining experience.

Smiths on the Sofa interviews welcomed customers to release their inner critic on camera.

Smiths in a Word challenged customers to sum up their experience at Smiths in one word or short phrase.

The Rate us or Hate us online survey invited SOS’s loyal following to be brutally honest, anonymously, about what they think of the Smiths’ offering.

Join the Jury summoned a cross section of customer to join the debate on the future of everything at Smiths, from the food they serve to the atmosphere they create.

Having generated incredibly valuable visual material, these research outputs will help to bring the Smiths brand to life in future marketing communications. Research findings were compiled into a Current State Audit, providing Smiths with a 360-degree view of the present state of their brand, based on the views of employees, managers and (both new and regular) customers. This insight formed the essential foundation needed for the brand VOICE workshop, where members of the board and management debated and defined the future aspirations of the Smiths brand (watch this space!)

We love working with Smiths. There is a real buzz amongst the SOS team and it’s infectious! Some of us have even been lucky enough to quite literally taste the experience, with some grub between filming. We can safely say, Smiths is well worth a visit!

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    Harriet Strzelecki

    Head of Client Services

    Harriet is the agency’s Head of Client Services and Studio Manager. She manages major client projects as well as a team of in-house designers.

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