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.
Servus!'s Problem
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.
OOHology's Solution
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.
