Stonegate Group has built a portfolio of pubs and bars including the iconic Australian-themed chain, Walkabout. It is currently included in their sports bar portfolio along with other well-known brands such as Sports Bar & Grill. They have big aspirations and want to consolidate this portfolio by identifying similarities, connecting synergies and removing complexities without detrimental effect to customer appeal or sales performance.

Prior to our work they had not done much research, so we were embarking on a journey of discovery to understand brand perceptions, develop feedback on experiences, and delve into the key question: "if not Walkabout, then where?".

Through numerous site visits, ethnographic studies, interviews and customer intercepts, we generated insight to deliver a conclusive report of where Walkabout is currently positioned in the minds of their customers, and what the short/long-term options are for the future of their sports portfolio.