BACKGROUND & OBJECTIVES

The “idea” of Hart House was brought to The Moseley Group by the ownership team – a forward-thinking group of entrepreneurs that aspired to deliver a better for you, better for all, and better-tasting burger experience – that just happened to be 100% plant-based.

Our core objective was to validate and define the business’s core equities across menu, operations, brand, design, and guest experience – to deliver a new restaurant operating model capable of sustained profitability and growth.

Market & Consumer Research:

In Q1 2020, the pandemic changed consumer behavior. Restaurants and consumers were adjusting to the new normal – as life was changing rapidly. To assess this shift, we conducted focus groups and market research – uncovering specific ways that Hart House can deliver a competitive advantage.

Focus Group Testing:

We developed stimulus to test with target customers – determining what brand / design / menu characteristics were most important and loved– in cities across the country. These customer insights became a strategic north star for our ongoing development efforts.

Menu & OPs Development:

TMG developed a 100% plant-based menu strategy, with a special focus on targeting the largest purchasing segment – meat eaters. We worked with manufacturers to develop proprietary products and the we detailed the supply chain infrastructure. The recipes are designed for efficient operations -and craveable, bold tastes with “Hart.”