Serving up some great advice and assets.
In the quick service restaurant industry, having employees stick with the company for decades is a bigger deal than anything on the dollar menu. So when this family-owned business — the nation's largest franchisee for several QSR brands — was ready to completely rework their brand, they needed an agency who would treat it with the respect it deserved.
The company known as B.R. & Associates was the nation’s largest franchiser for several quick service restaurant brands and a fifty year history of excellent service and employee loyalty. With a footprint of nearly 200 locations, you’d think they’d be a well-known brand.
Unfortunately, they had poor name recognition outside their corporate home town. And while their restaurants had a wonderfully friendly, community-focused reputation, their legacy brand name “sounded like a law firm.” While they wanted a name that paid homage to their family heritage, it also needed to speak to their current business.
We conducted extensive interviews with their staff, from the founders down to front-line employees. We distilled what we learned about their brand’s history and current impression into an executive summary. Then our copywriters fired up their neurons to come up with a brand-new brand name: Servus!
The new name hinted at the founder’s Bavarian heritage, while also conveying the friendly, welcoming image their brand had cultivated over the years. We developed a fresh new logo and brand identity package to go along with the new name.
Servus! is now ready for the next 50 years of making families feel welcome.