For partners: At Peckwater Brands, all of our core brands come in stacks of three - read why in this article.
In the diagram below, you will see three of our stacks: Chicken, Mexican, and Burger.
These stacks are composed of three distinct brands, each with a unique name, logo, and brand identity. When a partner signs up to operate one of our stacks, they immediately acquire all three brands within that stack.
Shouldn't I begin with one brand to make sure it works?
We have designed our stacks with operational ease front of mind, so despite the fact that 3 brands seems like a lot, if you take a closer look at the brands, from an operational perspective you will see that they are very similar.
What elements stay the same within a stack?
- SKUs - By ensuring that all ingredients can be used across all three brands, we can maximise the potential of your supplies, while minimising wastage. The only element you need to buy individually is the branded packaging.
- Recipes - Because our recipes are built on the same SKUs, save for a sauce or flavour profile, across all brands within a stack, your teams will only have to learn one set of recipes, reducing the margin for error.
- Operational procedures - Because the menus, SKUs and cooking techniques stay the same, this means that the kitchen set-up and equipment remains the same too.
Let's take a closer look at our Mexican stack, below:
As you can see, each of the three brands has a different core offering or 'champion product'.
Core Offerings Explained
A menu's core offering, or champion product, is the menu item that is considered the most important for the brand identity. This will appear at the top of the menu, and will feature in the Hero image (main menu image) on the platforms.
Here, the champion products we offer are:
- Papi Taco = Tacos
- Rebel 'Rito = Burritos
- Fiesta Mexico = Build-Your-Own Bowls
However, you will see that each brand also offers the two champion products of its sister-brands, so each offers Tacos, Burritos, and Build-Your-Own Bowls.
Why do we do this?
Whenever we launch a new cuisine, we consider the customer journey. Customers typically think of a food category first and then a brand, and so their search terms on the delivery platforms reflect this. By offering three separate brands with three different core offerings, we could hypothetically attract 3 distinct consumers, for example:
1. Someone who's hosting a movie night-in with friends, taco platter?
2. Someone who's home late and needs a quick and easy dinner, maybe a burrito?
3. Someone who's working from home, fancies Mexican but wants something a bit healthier for lunch - maybe a healthy bowl?
By offering all of these products across all 3 menus, it becomes 3 times as likely that one of your brands will appear in that consumer's searches and consequently the consumer will end up ordering from one of your brands - ultimately drives more sales and more revenue for you.