The changing Asian dining review landscape
Asia Tatler’s Best Restaurant Guide had been the leading authority on the dining scene in Asia for over a decade. However, as information and reviews on dining had become more prevalent and prolific, the brand needed to find new ways to stay relevant and profitable.
Measuring the opportunity
We conducted quantitative research to assess the brand equity of the Tatler Best Restaurant Guide and Tatler Dining.com in China, Hong Kong, Taiwan, Malaysia, Philippines and Singapore and also interviewed leading bloggers, chefs and diners to understand how restaurant reviews and rankings play a role in their dining choices and business success.
Positioning for the future
We defined the Best Restaurant Guide and Tatler.com’s new brand positioning and identified new business areas for the brands to grow into. We then developed the nomenclature system for uses of the brands today and in the future.