Fox Restaurant Concepts
Thirteen distinct websites in twelve months. That’s the not so small achievement we delivered for this passionate restaurant group. Add to that brand strategy, content creation and extensive digital and social campaigns, and you get a proven recipe for success.
When Fox Restaurant Concepts (FRC) came to us, they had more than a dozen sub-brands – ranging from upscale American comfort food to modern Mexican – but they lacked an overarching brand or positioning to tie it all together.
Additionally, each of their restaurants had a unique experience, but they were using a “one-size-fits-all” approach for digital, which didn’t allow the personality of each brand to shine through. And perhaps most importantly, the majority of their business was hyper-regional, with little brand equity outside of their founding city of Phoenix, Arizona.
FRC needed to expand their national footprint. We brought our expertise to helping FRC develop a multi-brand strategy, including new websites for each restaurant and digital and social strategies for several of the sub-brands.
Creative. Culinary. Community.
Through research, we discovered that FRC’s core audience valued local, boutique restaurants over chain restaurants because they generally provided better service, food and experience. But we also knew Fox Restaurant Concepts had a 20-year track record of creating restaurant brands that offered unparalleled experiences catered to the areas they serve. FRC isn’t like other corporate groups or chains that lack in authenticity and individuality. But how could we tell that story?
We distilled the essence of the FRC brand into three powerful words: Creative. Culinary. Community. These three words became the foundation of a communications platform that allowed FRC to bring its collection of restaurants together under a strong parent brand, while continuing to nurture the unique identity and development plan for each sub-brand in the family.
