Stephen Anders discusses repositioning technique primarily based on client analysis exhibiting prospects go to 9 consuming events month-to-month throughout a number of QSR manufacturers.
What’s taking place: Sushi Sushi CEO Stephen Anders reveals the patron analysis and model well being insights that satisfied his group to launch a significant repositioning marketing campaign focusing on Australia’s $25 billion QSR market.
Why this issues: The marketing campaign represents a broader business shift the place health-conscious shoppers demand greater than velocity and worth, probably redefining what quick meals means for the following technology of quick-service eating places.
Sushi Sushi CEO Stephen Anders believes his firm sits on the centre of a elementary transformation reshaping Australia’s quick-service restaurant panorama, the place conventional quick meals metrics now not decide success.
Talking completely in regards to the chain’s main model repositioning marketing campaign, Anders reveals how intensive client analysis uncovered aggressive benefits that satisfied his management group to pursue an bold technique focusing on the broader QSR market quite than simply the sushi class.
“Model well being analysis confirmed we outperform conventional QSR opponents on key associations: quick, contemporary, wholesome, Japanese, and sustainable,” Anders explains. “These insights confirmed we’ve got a particular and fascinating model place in Australia’s $25+ billion QSR market, with sturdy relevance to at the moment’s health-conscious, time-poor client.”
Analysis drives repositioning
The choice to reposition Sushi Sushi from a useful meals proposition to an emotionally resonant model emerged from detailed evaluation of client behaviour and model notion research.
Anders describes the strategic pondering: “This new route was pushed by the chance to sharpen and amplify these strengths. Our repositioning brings better readability to what units us aside, transferring from a useful meals proposition to an emotionally resonant model with a transparent, ownable id.”
The new marketing campaign, developed with Melbourne inventive company Noisy Beast, introduces the tagline “Actual meals. Able to go” and represents what Anders calls “a pure evolution of who we’re and the way shoppers already see us.”
“We’re not altering lanes, we’re leaning into the area we already compete in however doing so with extra confidence and intent,” he emphasises.
The marketing campaign strategy builds on analysis findings by delivering what Anders describes as “daring storytelling rooted in heat, wit, and persona” designed to deepen emotional connections and drive model distinction.
Class shift accelerates
Anders positions the marketing campaign inside a broader transformation occurring throughout the QSR sector, the place client expectations prolong far past conventional quick meals choices.
“This marketing campaign displays a broader shift already underway within the QSR class, the place shoppers are demanding extra than simply velocity and worth,” he observes. “Well being, high quality, and goal have gotten non-negotiable and we see this second as each reflective of that shift and influential inside it.”
The CEO believes Sushi Sushi enjoys a aggressive benefit as a result of the model was constructed on rules that align with rising client preferences.
“Whereas many manufacturers try to retrofit well being into their legacy fashions, we’re lucky to be constructing from a basis that already aligns with the place the class is headed,” Anders notes.
He frames the marketing campaign as “a daring articulation” that demonstrates “what the following technology of QSR can and will stand for” with out compromising on comfort, flavour, or value level.
Measuring model influence
Past conventional efficiency metrics, Anders focuses on measuring model notion shifts and emotional resonance with shoppers.
“Along with core metrics like attain, visitors, and gross sales, we’re targeted on measuring model influence, particularly how the marketing campaign is shifting notion and deepening client connection over time,” he explains.
The corporate is conducting model well being monitoring to evaluate motion throughout key attributes together with model consciousness, emotional resonance, consideration and conversion, with specific consideration to strengthening associations that differentiate Sushi Sushi from opponents.
“We’re additionally utilizing qualitative suggestions from frontline groups, buyer critiques, and direct client responses to know how the model is being skilled in actual life,” Anders provides.
For the CEO, marketing campaign effectiveness extends past media efficiency: “It’s about model stretch, emotional stickiness, and setting the muse for long-term progress.”
9 events perception
The breakthrough second that satisfied Anders to pursue aggressive repositioning got here from client analysis revealing sudden behaviour patterns amongst Sushi Sushi’s target market.
“The breakthrough perception got here via in-depth client analysis, which revealed that our viewers engages in roughly 9 consuming events per 30 days, spanning three to 4 totally different QSR manufacturers,” he reveals.
This discovering validated the corporate’s ambition to compete past the sushi class, positioning itself throughout the broader QSR panorama quite than accepting a narrower market phase.
“It strengthened the necessity for a daring, refined marketing campaign that amplifies the core attributes that make us distinctive and set us other than the competitors,” Anders explains.
The analysis demonstrated that Sushi Sushi prospects don’t view the model in isolation however as a part of a various eating portfolio, creating alternatives for elevated market share via strategic positioning.
Operating from 30 June to 24 August 2025, the marketing campaign employs digital focusing on inside a 15km radius of retailer areas, with above-the-line exercise targeted on metro markets together with Melbourne, Brisbane, Perth, and Sydney.
Anders believes the marketing campaign establishes Sushi Sushi as a frontrunner within the evolution towards more healthy, quality-focused quick meals choices that meet trendy client expectations with out sacrificing comfort or affordability.
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