Inviting current and new consumers to reaffirm an old favourite, by asking them to ‘come home to Han’s’.

The Challenge

A family favourite of Singaporean community had been losing popularity and appeal for the younger generations and the working executives. With little or no improvement in food menu, service, or any investment in digitalisation, Han’s group, Han’s and Hanis restaurants were in a dire need for rejuvenation at every level.

The Insight

DIA had a 2 year long engagement with Han’s Group, it started analysing Han’s offers, retail spaces, conducted customer journeys, and conducted consumer focus groups to understand the problems and opportunities.

The insight was that while consumers did like the idea of Han’s becoming a modern F&B brand, they also wanted it to sustain some of the friendliness and warmth that it had always been associated with. Operations were streamlined, self ordering, digital menus, takeaways, efficient seating plans were amongst the many changes undertaken. All these changes were underpinned with the strategic repositioning “Come Home to Han’s”.

Han’s Group was givens strategic advise to expand its business portfolio, drive internal engagement and was provided a new vision and purpose. Han’s and Hanis (the halal version) were re-launched with new branding, ID work, retail layouts, digitalisation, new menus etc. The menus were especially refreshed to be healthier, trimmer in choice, and even had a good take out version. A new website was also created to support the relaunch.

The Impact

Han’s Group has been rolling out the refreshed concepts over past few years. Sales had improved almost as soon as refreshed branding and retail ID were launched. Refreshed menus were welcomed by the busy working executives, families and millennials alike. It has since opened these new refreshed outlets in heartlands and business district to good feedback and a good uptake in sales.