Whittard of Chelsea, the tea and coffee retailer, has confirmed that it is in talks that could lead to an offer for the chain. The news follows a warning in April that its pre-tax profits for 2005 would be lower than in 2004.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.