Customised Signature Soundtrack

The Challenge

Itsu is a British chain of East Asian-inspired fast food shops and restaurants and a grocery company. The chain was founded by Julian Metcalfe, co-founder of sandwich chain Pret a Manger and founder of Metcalfe’s Food Company, in partnership with Clive Schlee. The first Itsu store opened in Chelsea, London in 1997. As of November 2016, Itsu has 70 stores throughout England. In 2018, Itsu had more than 90 stores in England, including 50 in London. An existing hard drive background music solution with no branding or dayparting to the original restaurants.

Context

HD based playback devices.
A limited selection of music.
New AV system installation.
New communications rack.
No scheduling or audio branding.

Solution

Itsu signature soundtrack: a customised sound for the brand.

Brand profiling and music consultation with owner and marketing team to design new sonic identity and music program.
Installed directly to site.

Impact

Award Winning Relaxation

Since supplying Itsu from the start, the brand has continued to grow steadily from three restaurants to ninety-plus today.

Auracle has created a bespoke audio branded music channel for Itsu live streaming new music from current artists to represent the fresh food and fast delivery that the restaurant offers.

The various playlists within the channel are day parted to move with the biorhythms of the day increasing in tempo during busy lunch periods to adjust to the increased audience.

Itsu pride themselves on serving customers within 60 seconds. The uptempo lunch hour playlist helps Itsu to keep traffic flowing to help get customers served quickly.