CASE STUDY

Brand Turnaround Anchored in Repositioning

Group of friends enjoying a meal at a restaurant, taking photos of food, and chatting.

The Problem

A much loved regional fast casual restaurant chain suffered stagnating sales and declining guest traffic after many years of growth. The category had grown more competitive and the brand no longer stood out.

How I Solved It

Repositioned the brand, leaning into its legacy and points of differentiation

  • Repositioned the brand, leaning into its legacy and points of differentiation.

  • Deep research with existing customers and brand lovers.

  • Introduced new brand identity and logo.

  • Revamped marketing communications and introduced new ad campaign.

  • Refocused menu and introduced new products aligned to new positioning.

  • Refocused promotional and marketing calendar

  • Helped redesigned restaurants. Created new merchandising and decor package.

  • Established local store marketing team, calendar and program

The Outcome

  • 20% EBITDA 5 year CAGR and 25 consecutive quarters of YOY sales growth. 

  • Sales growth in top 10% of fast casual brands

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