The Birth of Hawaiian Fusion Cuisine

Challenge
After acquiring Roy’s five Hawaiian restaurants in 2001, Outback Steakhouse, Inc. (OSI) asked us to help them turn Roy’s into an upscale chain that could expand into multiple markets in the "mainland" and successfully compete with the likes of Ruth’s Chris and McCormick & Schmick’s. We were asked to provide an ownable and differentiated positioning for Roy’s, a proprietary brand aesthetic, and strategies and tactics for generating awareness and a loyal consumer following.

Solution
Brand Strategy: We needed a descriptor that Roy could call his own, so we started by mining the DNA within the brand. The folks inside the organization all used different language to define Roy’s cuisine, but they were united in their love of Hawaiian food and culture. Roy’s training and upbringing was unique in that he grew up eating Japanese food in Japan, learned to cook early on during vacations in Hawaii with his grandfather, and mastered the art of French cooking at the Culinary Institute of America in New York. We came up with the very distinctive and ownable strategic “handle” of Hawaiian Fusion Cuisine: a surprising fusion of the world’s finest flavors, deliciously wrapped in a Hawaiian state of mind.

Marketing Strategies and Tactics: We designed a luscious brand aesthetic featuring beautifully photographed food with an “updated tropical” flair. This aesthetic was carried through to every point of contact inside and outside the restaurants. We also recommended and rolled out some very successful marketing initiatives which included:

    - A national ad campaign to celebritize Roy and his distinctive style of cooking
    - A prix fixe section on the menu to facilitate the ordering experience and create
      a value option (which prompted double digit increases in same-store sales)
    - A significant menu refinement program which greatly simplified consumers’
      ordering experience
    - An ongoing seasonal promotion calendar which included creating and promoting
      sell-out quality promotional events
    - A private dining campaign targeting event planners with virtual viewing
      capabilities of all 36 restaurants online (also resulting in double digit increased
      sales in most markets)

Results
Today, Roy Yamaguchi is considered the father of Hawaiian Fusion Cuisine and is a well-recognized celebrity chef. Roy’s now serves loyal customers in 36 markets worldwide. OSI credits Starfish with unifying Roy’s business and culture around the singular brand platform of Hawaiian Fusion Cuisine and creating innovative marketing programs, promotions and initiatives that help the brand reach its business and brand goals year after year.

“Roy’s would not be the successful brand it is today without Starfish. They helped turn Roy’s into a profitable, world-class enterprise by providing us with clear strategic vision, extraordinary discipline and stunning creativity.”
- Nancy Schneid, Chief Marketing Officer, OSI