BACK TO WOK Operation

• Attract and retain student customers at the start of the school year
• Get customers to taste the 3 new products before September
• Stand out on quality, without a price war
• Grow click and collect

The client contacts us a month and a half before the start of the school year: he urgently wants to set up an action for the back-to-school period. He wants to introduce three Crousty chicken varieties (Cordon Bleu, Alloco and Boursin) before the rentrée, but does not know what else to do.

Creation of an audit: a study of the situation, of the internal and external environment, and of the client's objectives.

• Map of the tasks to set up
• Strategic diagnosis delivered and presented
• Prioritized recommendations with an action plan from August to the end of September

A satisfaction survey was carried out with 120 people in the fast food's catchment area. The findings: "There is no wok in the student menu", "We would like more good deals", "We lack time to eat".

The idea: keep the client's initial wish, to let customers taste the new products before the rentrée. We therefore opted for a participative strategy, in the form of a collectible loyalty card.

A 10-box card: one stamp per order. At 2, 6 and 9 orders, a Crousty Collector of your choice is free (Cordon Bleu, Boursin or Alloco). Valid from 20 August to 20 September 2026.

Distribution: social media (posted 5 days before the event, reposted on the day, then 2 weeks later) and handed out in the surrounding schools, including 2 within a 2-3 minute walk.

Creation of a new wok student menu, with a poster displayed in strategic places, inside and outside the restaurant. Creation of a discount coupon, with a video posted and reposted throughout September. More than 500 flyers handed out in 3 catchment areas, and large posters summarizing the offers, displayed in all the businesses around the fast food as well as in the restaurant. Communication dedicated to click and collect completes the plan.