UNITED DAIRY FARMERS

Brand & Business Transformation
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OUR IMPACT

Implementation of new builds & retrofit scenarios

Optimization for
new market entry

Elevated guest
experience & design

Growth of foodservice
sales

Reduced labor needs and simplified operations

Improved food quality
and consistency

BACKGROUND & OBJECTIVES

United Dairy Farmers is a family-owned business since 1940, operating nearly 200 stores in 3 states.

Known for fresh quality dairy products and ice cream, the trust and loyalty with Dairy & Dip consumers was high.

There was a desire to build the same relationship with consumers through the food & beverage offerings – and make UDF a foodservice destination.

Our core objective was to transform the guest experience and relationship with the brand by developing a differentiated and compelling store design, menu strategy, and operating system that would sustainably improve store volumes, profits, and consumer frequency.

OUR CHALLENGE

Develop a store of the future design that elevates the overall food, ice cream, and beverage business, leveraging significant current equities, market awareness, operations, and labor – driving increased sales and profitability 

Market & CONSUMER RESEARCH:

Our team spoke directly with consumers – conducting qualitative interviews in locations – to gain a deeper understanding of the current consumer relationship and future opportunities for improvement

PROPOSED BRAND POSITIONING:

The heart of United Dairy Farmers offerings is ice cream, made and hand-scooped by United Dairy Farmers. From here, all things fresh and good emanates. We aimed to provide guests with one brand, one standard of quality, one operating system, one business model, leveraging UDF’s know-how and expertise

MENU RESEARCH & DEVELOPMENT:

We provided menu recommendations informed by the in-going brand objectives and consumer research, which resulted in the recommendation or repositioning of certain menu items and categories. We saw opportunity for a heightened celebration of UDF’s core attributes: classic, regional/americana, high-quality, midwestern family & recipes, mouthwatering, generational, real, and authentic

HYPER EFFICENT KITCHEN & OPERATING SYSTEMS:

A made-for-you operating platform with simplified, fast, and efficient processes that share workstations with the Dip platform and propel brand essence, customer engagement, and targeted performance metrics

DETAILED BRAND & GRAPHIC PACKAGE:

Through our business entrenchment activities, we discovered that consumers strongly identify with United Dairy Farmers’ ice cream program. To evolve smartly while preserving the ice cream program’s identity, we integrated elements of the current state pink and stripes across all food and beverage categories. We then applied this updated design direction cohesively to all graphic elements of the foodservice program, including packaging, labels, promotions, menu boards, wayfinding, and uniforms

DETAILED Store Design:

Our goal was to evoke a comforting “this is my market and my dairy store” atmosphere, tailored just for you. We unified the proposed branding and color scheme, incorporating elements of the current state store materials, but infused them with a sense of tradition using reclaimed walnut, charcoal slate and many new materials 

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