Case Study
Belief Is In The Bite
CLIENT NAME: SMASHBURGER
SCOPE: BRAND IDENTITY
CAMPAIGN: BELIEF IS IN THE BITE
The Situation
Smashburger had built a national footprint with hundreds of locations across the country. Over the years, new positioning came and went, meanwhile, the burger stayed pretty damn good. But when every restaurant is telling you they’re the best, eventually it all starts sounding like the drive-thru version of white noise.
The Approach
We spent a lot of time talking about one thing: the first bite. The product was already carrying the proof, the brand simply needed to catch up. That realization became the foundation for a new concept: Belief Is In The Bite.
Summary
Hand The Burger The Microphone
Once we landed on the idea, the rest became pretty clear. Food became the hero. The voice became sharper. Every piece of the brand was rebuilt around the same principle: show people the burger, then get out of the way.
From packaging and in-store materials, to campaign creative, and brand voice, everything worked in harmony to create a more impactful, and more resonant Smashburger.
Packaging, promotions, limited-time-offers, restaurant experience, social content.
One concept strong enough to unite leadership, marketing, operations, franchisees, and guests under the same flag.
From First Bite To Bottom Line
Consumer brands grow when people know exactly what they stand for. Belief Is In The Bite helped the business gain a clearly defined story. Teams gained a shared understanding. And customers gained a stronger reason to choose Smashburger when every other burger chain was making the same promises.
Results
Consecutive Weeks of Sales Growth
Weekly Sales Growth
Weekly Store Traffic Growth
