With expansion plans that included adding high profile restaurants in New York, Boston and Washington DC, Cameron Mitchell Restaurants (CMR) wanted to take a close look at the brand positioning for its Ocean Prime concept. With 29 restaurant concepts, CMR is no stranger to concept strategy, but recognized the value of an outside perspective. Our team was tasked with developing a brand strategy that would take Ocean Prime from “very good to great.” Our team conducted guest and associate roundtables to develop a qualitative understanding of the brand’s resonance. We identified key differentiators, new brand pillars and an evolved brand story which were then tested quantitatively with an outside research partner. The results: by all metrics, financial and otherwise, Ocean Prime is resonating better than ever and expansion plans continue.