Coco Di Mama + Good Sense Research.

Helping unlock the full potential of the brand and shape its development strategy across outlets, menu, service, and customer experience.

Coco Di Mama

“They really “get” our brand, business and customer, and collaborating with them is a pleasure.”

The Brief

Coco di Mama has been incredibly successful, especially in central London, attracting both professional and leisure audiences throughout the day.

But in order to grow the brand, expansion outside of the capital city is critical. Additionally, it’s important to keep the London locations relevant, considering the ever-changing preferences of consumers.

Coco di Mama wanted to maintain a consistent identity and experience, while also catering to the different needs of their audiences both in and outside of central London.

We were asked to share our thoughts on how we could help Coco di Mama unlock the full potential of their brand and shape their development strategy across outlets, menu, service, and customer experience.

We were thrilled to collaborate with Coco di Mama once again and tackle this challenge using a bespoke, integrated innovation-insight program.

Key Services for the project

  • Eat-alongs

  • Shopper shoes ethnography

  • Interception interviews

  • Street survey

  • Covert competitor assessment

  • Digital discussion groups

  • Embedded innovation experts

  • In-store workshops

  • Development kitchen-based insight and action-planning workshop

  • Consultation

The Results

Radical re-think of outlet experience.

  • New exterior to promote daytime and dine-in serves

  • Simplified signage and messaging to focus service offer

  • Fewer kiosks to allow more covers

  • New counters

  • Revised hot menu offer

  • Revised cakes and pastries menu and presentation

  • Making coffee ‘iconic’

  • Longer-term menu development across dayparts

Initial trading has seen:

  • Increase of coffee sales from 38% to 53%

  • Increased pasta sales from 47% to 57%

  • New counters selling almost double vs central estate

The Feedback

“Good Sense Research have been a valuable research partner for Coco di Mama for 3 years now. They really “get” our brand, business and customer, and collaborating with them is a pleasure. They are quick to respond to briefs and turn around research projects, and happy to be pragmatic when it comes to working within agreed budgets. They bring in the right experts for each type of research, from quant to qual and innovation testing. Most importantly, their insight-based recommendations are crystal clear, very actionable, and have added clear value to our brand/business.”