Tonic Bar Case Study: Strategic brand foundation for hospitality business growth

The strategic foundation.

The challenge.

When Flying Lizard engaged with Vicki and Francis Fitzpatrick, proprietors of Tonic Bar, they had a logo and visual identity but no structured plan to sustain foot traffic. They needed an actionable, year-long strategy to build awareness and keep their venue top-of-mind for craft beer enthusiasts.

The onlyness discovery.

Tonic’s “onlyness” was its focus on both New Zealand and international craft beer, combined with community-driven experiences. Unlike generic bars, Tonic could position itself as the hub for beer discovery in Dunedin.

Brand architecture.

This meant anchoring the brand not just in its drinks list, but in cultural participation: tastings, festivals, and ongoing engagement tools. Strategy transformed from “selling beer” into “curating craft culture.”

Strategic positioning framework.

Founder-led clarity.

Applying Neumeier’s Brand Gap principles, the brand was redefined around its role in the community — a stage for international beer culture in a local setting.

Differentiation through ritual.

Through Zag positioning, the strategy established recurring “attraction events”: beer passports, tastings, membership clubs, and themed evenings. These became predictable drivers of headcount, separating Tonic from other nightlife venues reliant on sporadic promotions.

Strategic outcomes.

Increased turnover.

Within 12 months, Tonic achieved a 25% increase in turnover, directly tied to consistent execution of strategic initiatives.

Community positioning.

The bar became known as Dunedin’s craft beer hub, with events like the Bestival of Feer festival and international beer passport scheme generating word-of-mouth and media coverage.

Scalable marketing system.

Templates for posters, flyers, and website graphics gave the proprietors low-cost, repeatable tools to sustain brand visibility long after the initial engagement.

Strategic implementation.

Practical tools.

Posters, flyers, DL cards, and website graphics were produced as templates, making it simple for staff to refresh promotions without reinventing the wheel.

Customer experience design.

A beer passport loyalty scheme, membership club, and curated snacks turned visits into experiences worth repeating — deepening the brand’s cultural value.

Client validation.

“The marketing strategy helped us achieve a 25% increase in turnover for the 12-month period and we have continued the services of Dayne to promote our business. It is satisfying to work on the business with a strategy in place and with the knowledge of how our business fluctuates over 12 months.”

— Vicki & Francis Fitzpatrick, Proprietors, Tonic Bar.

Key Strategic Principles Demonstrated:

• Consistency beats improvisation: A year-long strategy created sustained growth.
• Rituals drive loyalty: Events and memberships turned customers into advocates.
• Brand before marketing: Positioning clarified the bar’s cultural role.

Methodology Highlights:

• Founder-first clarity aligned with Neumeier’s Brand Gap.
• Differentiation through Zag — ritualised events instead of sporadic promotions.

Transferable Lessons for Founders:

• Structure your calendar with repeatable brand experiences.
• Measure success by reducing dependence on ad-hoc advertising spend.

Conclusion.

Every founder’s path to growth is unique. Tonic Bar’s journey shows how a clear brand strategy, built on repeatable experiences and cultural positioning, can transform a local business into a thriving community hub.