How can HoneyBaked Ham leverage nostalgia, and tradition to create a lunch occasion?
With over 400 corporately owned and franchised stores, HoneyBaked Ham is known for its spiral-sliced, bone-in smoked ham, and served as the centerpiece during many special occasions. HoneyBaked Ham is synonymous with holidays for many families, resulting in the majority of their revenue coming from Easter, Thanksgiving, and Christmas, despite being open and serving lunch throughout the calendar year. The leadership team approached The Culinary Edge to revamp the existing lunch and catering program as part of a holistic rebrand designed to modernize HoneyBaked.
Make the Ham the star.
With my lead, The Culinary Edge completely redesigned the food positioning for the brand. The new menu's foundational pillar was to anchor everything around HoneyBaked's namesake product, their signature HoneyBaked Ham. This strategy resulted in "The HoneyBaked" sandwich, which featured a honey glaze finishing sauce, a progressive, ham-centered salad offering, and updated house-made deli sides.
Make catering special.
Given HoneyBaked's equity in special occasions, we overhauled the catering offering to reflect this. The revamped menu also included the strategies implemented into the core menu around the ham-centric positioning. It all came to life through updated lunch boxes featuring the new sandwiches and salads, and easy all-in-one buffet trays to simplify the ordering process for hosts.
