Before optimising their AU & NZ menu Krispy Kreme needed to redefine their Shopper Platform to ensure all optimisation of products, creative & comms embodied the core Shopper Platform principles.

CHALLENGE

There was significant variation internally in how the brand’s values, drivers, goals and principles were perceived.

SOLUTION

Internal interviews, competitor reviews, and workshops established the key ingredients of the Shopper Platform and Omni Channel Comms. Menu optimization strategy work included: data analysis on products, categories, day-parts, store formats and customer segmentation. Language & pricing strategies were reviewed & opportunities were identified to drive revenue across Brand, BP and Woolworths channels.

RESULT

We developed a day-parted, optimised menu that introduced new offers and creative executions. Shopper Platform communications principles were applied to enhance People and Culture initiatives, as well as to refresh display cabinets and other touchpoints.

Drive the menu agenda by owning core pillars for success including ease of navigation, stimulating appetite appeal and maximising sales & profit.

CHALLENGE

The menu needs to provide a good experience which starts with simplification, meeting customer’s needs by showcasing choice, driving trial to keep them coming back, and having image appeal.

SOLUTION

The menu was optimised around a strong core range, with expansion into more occasions and dayparts to drive growth. It balanced everyday value with customisation and up-selling, delivering the choice and innovation customers expect while continuing to grow the bottom line.

RESULT

The consistent structure across the menu has been ticking all the boxes over time by providing a format that focuses on core, delivers on the customer experience, is driving revenue by tapping into market opportunities while the simple structure allows for modifications without compromising the visual appeal and craveabilty.

Muffin Break is an Australian chain of light meal/snack cafes with 189 stores nationally. DIT has worked with the company since 2022 helping streamline and redesign their path to purchase across multiple store footprints and configurations.

CHALLENGE

Muffin Break was going undergoing a rebrand. Their heritage-style black and white menu, built solely on line listings, felt outdated and lacked engagement. The challenge was to modernise the experience with a solution that evoked appetite appeal and stimulated sales.

SOLUTION

DIT worked with Muffin Breaks existing photographic resource to design a image based menu that captured the menu items with more impact and helped customers shop with higher conviction. We also designed a series of animated screens as a prototype of how a future menu could look on digital screens.

RESULT

After a successful trial, the new printed menu design was rolled out across 55 stores nationally. The digital menu prototype featured at their 2025 franchisees conference to create interest and open discussion about future development.