HOFBRAUHAUS

  Business Brief

The brief came in the form of a ‘help’ call. Two new competitors from interstate had arrived and opened Bavarian ‘event’ restaurants in close proximity to the Hofbrauhaus. Both had deep marketing budgets and were serious contenders.

  Marketing STRATEGY

IQ3 carefully looked at the business and the standout fact was that they were the very first of its kind in Australia – let alone Melbourne. It dated back to 1968 and has been frequented by three generations of patrons.

  CREATIVE STRATEGY

Understanding that the restaurant had such a fine historical pedigree, IQ3 used a German language tagline ‘Das Original und das Beste’ and ‘Beware of Imitators’. Not only did the Hofbrauhaus maintain its market share, it actually increased it.