Challenge:
Help Steak ‘n Shake revitalize its franchise program and attract multi-unit developers to help aggressively grow the brand across the U.S.
Solution:
Create compelling sales messaging to differentiate Steak ‘n Shake from other hamburger and restaurant franchise systems. The sales messaging would be the foundation for the company’s updated franchise web site and sales collateral materials.
Results:
The Steak ‘n Shake franchise story was formally developed by Fish and provided to Steak ‘n Shake’s creative agencies. With the franchise messaging completed, Fish also developed the necessary copy for use by the company’s marketing agencies.
The Details:
Fish interviewed Steak ‘n Shake executives to learn more about the brand, its product offering and the company’s aggressive growth plans. The agency also conducted a marketing audit to gain a better understanding on how the brand was currently portrayed in the media. After extensive research, a comprehensive sales messaging document was created that focused on the following categories: reasons to invest, brand strength, business strategy and success, menu of venues, franchisee profile and qualifications, training and support, and the steps to owning a restaurant.
Fish then worked in tandem with Steak ‘n Shakes creative agency partners to develop the sales brochure and franchise web site.
