Context:

Bébé Bob is the creation of serial food entrepreneur Leonid Shutov and sister restaurant to the legendary BobBob Ricard restaurant, which has been operating in London’s Soho since 2008.

Bébe Bob was launched with the intention of appealing to a younger crowd than its sibling, thereby broadening and future-proofing the appeal of the group as a whole. But, with the close proximity and similar experiences across the two venues, Bébé Bob was struggling to assert itself as a destination in its own right.

Objective:

Develop the bar experience and program of Bébé Bob to create a stronger identity and increased appeal appeal that engages a broad, younger demographic. Take Bébé Bob beyond being a special occasion venue into a cocktail destination venue.

Solution: 

An in-depth analysis of the Bébé Bob brand, core messaging and guest experience to create an authentic partnership that resonates across both brands. Comprehensive understanding of the teams ways of working to ensure that the menu perfectly assimilates into existing service. Creation of a Mr Lyan signature menu that strengthens the experience and identity of the Bébé Bob brand. 360° training that encompasses cocktail production through to Mr Lyan’s approach to curating unique guest experiences.

Impact:

• Following launch, year-on-year cocktail sales doubled for the quarter

• A 13% year-on-year increase in topline revenue

• Press pickup in titles such as Forbes, HotDinners, The Upcoming and Luxury London

• A huge increase in social media engagement pre and post the partnership, including +41% followers, +666% profile visits, 746% link taps

Leonid Shutov. Founder, Bébe Bob & BobBob Ricard: “We were very excited to see Ryan among our early regulars at Bébé Bob, so when our thoughts turned to bespoke cocktails we could not think of anyone better than Mr Lyan Studio to approach for collaboration.

It has been incredibly exciting working with the world’s leading authority on cocktails and we can’t wait to share the results with customers old and new.”

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Summary of scope:

• Trade and consumer research

• Positioning and value proposition

• Cocktail menu design

• Team training

• Co-branding