Case Study: The Modest Butcher - Kitchen + Market

Situated within the Mt. Boucherie Estate Winery, The Modest Butcher serves farm to table dishes without an ounce of pretension. With stunning views of the winery and accompanied by Mt. Boucherie Estates’s award-winning wine portfolio, The Modest Butcher offers a memorable dining experience in British Columbia’s stunning Okanagan Valley.

“We engaged the Fifteen Group to help us create and launch a new restaurant at our Mt. Boucherie Estate Winery in West Kelowna. With this focus, they developed a unique concept that seamlessly fits into our brand and offers many layers of experiences for our guests to enjoy. The project set us up for success holistically, with strong and strategic financial guidance, operational protocol, menu development, and brand creation. With the added challenge of the COVID-19 pandemic, we are thankful to have benefitted from the expertise of The Fifteen Group; since the Modest Butcher opened, it’s been a massive success.

We would like to thank The Fifteen Group Team for helping us create and launch The Modest Butcher Kitchen + Market, and look forward to our ongoing working relationship in the future as we enjoy continued growth in the Okanagan.”

— Craig McCulloch - General Manager

Challenge

Our challenge was to create a food and beverage experience that complemented the winery’s brand and heritage and was clearly differentiated from surrounding wineries and the often formal, typical winery experience. Housed on the second level of Mt. Boucherie’s three-story, 15,000-square-foot industrial-chic building, the owners wanted to position the new restaurant as an extension of the winery visit.

Solution

Through our Opening Handholding Package, our team touched on all aspects of the new restaurant opening, including:

✓ Concept Development - we developed a multi-layered dine-in and market concept that reflected the relaxed and decidedly anti-corporate attitude of the owners and could live up to the motto, “eating and drinking with reckless abandon.”

✓ Brand Development - by building on the owners’ deep sense of community and the area’s rich heritage, we created the name, The Modest Butcher — Kitchen + Market. The name is a nod to early West Kelowna settler Isadore Boucherie, a farmer and butcher.

✓ Brand Extension - to extend the value proposition for the local audience, we created the Market—a retail experience selling outstanding local and select cuts of meat.

✓ Menu Development - using local ingredients as inspiration, we developed an unpretentious, quality food menu that paired perfectly with Mt. Boucherie’s renowned wine list.