The client was a declining fast food franchise whose ownership had recently changed. Stores had decreased in number over the last decade from roughly 35 located in a handful of Southeastern states to fewer than 10 stores exclusively in Louisiana. The client had a limited budget, an operations background with little or no marketing experience. The franchise image and all marketing materials were dated and never market tested. Little consistency existed between stores- from the construction materials and store design, to the menu items and even the pricing, there was little consistency. With the exception of the logo and a few key menu items, few similarities existed.

Our task was to revive the franchise’s image on a limited budget. We were able to get approval and minimal financing for a new menu, outdoor banners/signage and new web site. (Coincidentally, the new menus were secured only after informing the client of the availability of co-op ad dollars from suppliers in exchange for placing their logos on the menu to defray design and production costs.) In spite of these minimal efforts, good results were achieved.

Results: Overall sales of the highest margin item- hamburgers, increased throughout the franchise. One store registered over a 50% increase in hamburger sales directly related to the new menus. These results were achieved primarily by rearranging the location of the menu items, re-wording the item descriptions and the use of new colors and graphics. These sales increases were realized during a period when the client discontinued all other advertising and media efforts. No print, radio, TV, board and direct mail nor other media source ran during this period. The only other advertising performed were exterior banners designed in conjunction with the new menu colors and graphics and hung outside of the franchise stores.