CHALLENGE:
To build on the success of 20-year old private company with more than 200 stores in the US to introduce a new street front concept for franchise sales

STRATEGIES:
Build strategic alliances with partners who can provide added value

TACTICS:
Work together with client to develop exclusive relationship with Coca-Cola, providing value add partnerships for Grand Opening offers

Research messaging and menu for leading QSR players and Asian QSR companies to provide recommendations for menu development, franchise program buildout

Interview industry experts to learn where the market opportunities are for Asian franchise concepts

Develop advertising, mobile marketing, and sampling campaign to launch Woburn location

RESULTS:
Based on agency recommendation developed through competitive research, transfat removed from all menu items

New corporate identity launched to reposition the brand for today’s franchisees/QSR customers

Franchise tradeshow collateral package developed

First franchise store to open at the Woburn Mall in April 2008

Second franchise slated to open in Cambridge Spring 2008