Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness, and grilled tastes as well as an array of aromas, textures, and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy.

Question

Quizplus · Accepted Answer

The brand strategy featuring a new menu and product mix is describing the positioning strategy, as it is focusing on differentiating itself from other restaurant chains by emphasizing the high quality of both its food and beer offerings.

Hops Grillhouse & Brewery, Formerly Known as Hops Restaurant/Bar/Brewery, Unveiled