Brand turnaround: Houlihan’s Restaurants

Situation

Houlihan’s Restaurants had become a dated, me-too casual dining concept with dismal customer satisfaction, unsustainable financial performance and no soul. During its chapter 11 reorganization, a new leadership team was brought on for a turnaround.  

Action

Repositioned the brand in a ‘hip casual’ hybrid space between fast and fine dining, tapping the growing importance and accessibility of style and design that was non-existent in the industry. Stylized the building, menu, presentation and smallwares, music & lighting, service style, brand voice and every touchpoint down to the weight of the forks. Relaunched with a campaign to revitalize the lunch daypart, tighten kitchen operations and present the brand with a newfound edginess -  the Nooner: lunch in 15 minutes or it’s free.

Result

Post-repositioning in 2004, experienced 51 months of same-store-sales growth, at a time of overall industry decline. Grew average unit volumes and EBITDA significantly, expanding a new prototype and total brand experience with both corporate and franchised units and ultimately selling the company to new PE owners in Dec. 2015.