RAIONUL DE PEȘTE & KARIM RASHID: A 12 MONTH STRATEGY FOR MARKET LEADERSHIP

OVERVIEW

We partnered with Raionul de Pește to lead a year-long business transformation centered around the relaunch of its redesigned flagship location by Karim Rashid while elevating the entire chain into a market-wide Key Opinion Leader. Our role spanned GTM strategy, CX modeling, sensory design, stakeholder activation, and content architecture.

THE CHALLENGE

The business faced a dual opportunity—and risk:

• Monetize a major capital investment by repositioning the Floreasca flagship as a premium-tier leader.

• Elevate the entire Raionul de Pește chain into a category authority without losing its core, mass-market clientele.

This required a precise strategy that balanced premium perception, broad brand equity, and long-term commercial viability.

THE SOLUTION

We executed a two-phase, 12-month transformation:

1. Premium GTM launch: A sensory-driven, stakeholder-focused launch secured premium validation, aligned the experience with high-end expectations, and introduced a new premium CX model.

2. Long-Term market strategy: A year-long plan reinforced the flagship’s leadership and positioned the chain as an authoritative expert through strategic alliances, experiential content, and KOL-focused video platforms built around operational transparency.

   
   

THE 6-PILLAR STRATEGIC METHOD

SCIENCE

Consumer persona mapping revealed two distinct customer groups—the value-driven Bistro Persona and the high-value Premium Persona. Our strategy centered on attracting and retaining the premium segment while preserving the chain’s existing volume.

SENSES

We engineered two distinct sensory strategies: an “underwater-inspired” luxury sensory footprint for the flagship, and a scalable, content-driven sensory identity for the chain.

SOCIAL

We built community mechanisms across locations—stakeholder events, culinary showcases, and content experiences—to position the brand as culturally relevant and socially connected.

STRATEGY

A 12-month business and brand plan balanced premium positioning for the flagship with market-wide authority for the chain, powered by partnerships (Gillardeau, Veuve Clicquot) and human-centered digital content.

SUCCESS

The flagship established premium market leadership, while the broader chain became a trusted KOL, supported by high engagement, elevated brand equity, and sustained commercial performance.

SUSTAINABILITY

The strategy created a long-term, scalable business platform—one that turns the flagship into a durable premium asset and the brand into a continuous cultural and culinary reference point.

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INSIGHT LAB