Elior sales proposition

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Brand opus and sales proposition for Elior.


Brand opus contributed in securing over £1.5m in new contracts.

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Elior is a very diverse business and one of the leading catering contract companies in the UK and Europe. As well as providing in-house catering services for its clients in businesses, education and transport, the business owns and operates (through franchises) a number of well-known high street brands including Costa Coffee, Paul, Subway, Pieminister, Illy, Coffee Nation and Loch Fyne to name but a few.

The company needed to communicate its wealth of branded service offerings in a way that was creative, engaging, clear and consistent; strengthening the company’s response and approach to contract opportunities and tenders.

Bonfire’s role was to produce a ‘brand opus’ document – a first for the company.

Our approach involved working closely with Elior to get under the skin of the company, its brands and understand the breadth and depth of its offering in order to ensure we could translate all of its brand concepts into concise propositions.

We created a high quality, bespoke, interchangeable document format to be used by the Group Sales Director and his team for tenders and proposals. The 50-page opus showcased each of the company’s brands, their visual manifestation and their demographic and economic tailoring.

Working closely with the Group Sales Director, the document was tailored for each tender and contributed to the company successfully securing catering contracts over a 12-month period worth over £1.5 million, including the contracts for sites at Stonehenge, Imperial War Museum Duxford and Dickens World.

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I’d worked with Bonfire on a number of occasions and when it came to the creation of a brand opus they were my first port of call. Their dedication, attention to detail and ability to decipher and interpret briefs into commercial creative solutions is exemplary and I would not hesitate to recommend them to any company looking for a consultancy that listens and understands.

Group Sales Director, Elior UK

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