“I thought a dish would work everywhere. I was wrong.”

The Context

Julie, head of marketing for a fast casual restaurant group, loves to experiment. She regularly launches new dishes and keeps a close eye on food trends.

Her latest creation : a vegetarian Green Curry, fragrant and comforting.

It’s designed to appeal to urban diners who want to eat healthy... and it’s a big hit in Paris.

Naturally, she rolls it out across all the cities in the network.

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The Problem

But in Marseille ? Total flop.

The staff complain, stock goes to waste, and Julie is left puzzled. She thought she had a “national hit”.

She needs data to understand what went wrong, and what to do next.

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Enter Fyre

With Fyre, Julie cross-checks the data :

• Product sales by city

• Take rate compared to menu average

• Breakdown by time of day and day of week

She gets a clear geographic view of product performance.

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What Fyre Reveals

• In Paris : 15% of midday main course sales = Green Curry

• In Lyon : 9%

• In Marseille: less than 3%

The product just doesn’t land.

But here’s the twist : Marseille has a much higher take rate on grilled meat dishes and Mediterranean flavors.

Julie realizes that local culinary preferences have a real impact.

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Actions Taken

• She removes the Green Curry from the Marseille menu

• Replaces it with a local-inspired dish, suggested by the floor team

• Adjusts the marketing message by city : no more “healthy curry” push in Marseille

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The Results

• The new local dish boosts sales in Marseille

• Waste is reduced

• Julie now runs a more effective, geo-adapted menu strategy

She adopts a localized menu logic with help from Fyre.

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The Takeaway

➡️ A good product isn’t enough.

➡️ It needs to be served in the right place, at the right time, to the right audience.

Fyre gives marketing teams the tools to localize menus and avoid launch flops.