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Industry / Company
Quick Service Restaurants
Untwisting A New Brand Strategy For Tasty Results.
QSR Audience Pivot and Brand Repositioning Delivers Best Results in 4 Years and Increases Marketing ROI
CHALLENGE
- Accelerate results by refining both audience choices and brand positioning
- Client was looking to protect current strong business in malls while establishing meaningful growth runway outside of malls
- Opportunities included refining the target beyond demographics, clarifying the brand promise, linking functional and emotional benefits, and evolving toward a more resonant brand personality
SOLUTION
- LPA developed strategic target, high growth prospect choices and brand positioning, working in close collaboration with CMO, COO, Agency partners, and key players in Marketing organization
- Guided client on a highly efficient way to close critical consumer understanding gaps
- Also included Activation Accelerator work to move swiftly from strategic choices to activation levers/action plans
RESULTS
- Within months of implementation of key pillars of new brand strategy, business results improved
- Following 2 years of same-store sales declines, business has been growing and CMO sees direct link between our work and growth
- Entirely new/incremental revenue streams created
Client Feedback
“Our recent results have been strong. We are outpacing QSR benchmarks. Our targeting choice to focus on [specifics deleted] has proved to be right!”
“We closed last year with our best results in 4 years. Our better targeting is yielding lower costs for media metrics (cost/qualified lead, cost/click).”