The brief
Bring an established brand up to date
Ping Pong made dim sum social: freshly made dumplings, small plates and Asian-inspired cocktails, served for sharing in a relaxed, all-day setting.
By 2012 the brand was running 13 restaurants across London, São Paulo, Dubai and Washington DC. It needed a sharper position, a clearer business strategy and a model that could grow consistently, both in London and through franchise partners overseas.
Following Paul’s appointment as CEO, we led that rejuvenation.
What we did
From the plate to the franchise manual
We reviewed the business end to end, then rebuilt the parts guests notice and the parts they never see.
Concept and positioning
Redefined what Ping Pong stood for and strengthened its market position, keeping the sharing format at its heart.
Guest experience
Reviewed every step of the visit, from arrival and ordering to service and the bill, and set the standards to deliver it.
Food and drink
Assessed the dim sum, small plates and cocktail offer, and the kitchen and bar processes behind them, for quality and consistency.
Brand environment
Developed a refreshed restaurant environment that could be delivered consistently across very different sites.
Sites and leases
Led site selection, commercial assessments and lease negotiations for the next phase of London openings.
Franchise model
Created a scalable franchise model, with the operating structure and brand standards partners need to stay consistent in their own markets.
The result
A model built to travel
The evolved concept gave Ping Pong a clearer identity, and a consistent way of delivering it whoever was running the restaurant.
The franchise structure and brand standards were designed so that each international partner could adapt the proposition to its own market while keeping the brand’s core identity. At its height, Ping Pong traded in London, Dubai, Mumbai, Washington DC and São Paulo.
The same thinking now shapes our brand scaling work for operators taking a concept into new markets.
13
Restaurants in four countries when Paul became CEO
5
Countries the brand traded in, including India from 2013
2012
Year our work began
