Restaurants

Inclusively Exclusive Burgers

Claiming a unique brand position to propel same-store sales

Photograph of a metal mom holding a burger and giving the sign of the goat. Keep reading. It'll make sense.

Challenge

Burgers are pretty common.

BurgerFi is a young, upscale burger chain with about 100 locations nationwide — but they’d plateaued in the crowded “better burger” segment. To get to the next level, they needed to stand out from the competition and earn the attention of consumers and potential franchisees.

Photograph of burgers with the BurgerFi logo burned into the buns.

Approach

We served up a unique emotional connection.

To catapult same-store sales for this growing franchise, we leveraged a core product benefit — every BurgerFi burger is made with the top 1% of beef — to inspire a breakthrough brand campaign. Our audience insight: Everyone believes they’re the top 1% of something, and they deserve a burger as fresh and unique as they are.

Photograph of a BurgerFi interior, showing all the tables where people can sit.

Burgers for Every 1.

We positioned BurgerFi’s premium burgers as the perfect reward for being your best self, bringing a wide range of weird and wonderful characters to life that looked and sounded nothing like your typical burger chain advertising.

Print advertisement featuring a ventriloquist with a dummy that says, "The top 1% of aspiring amateur ventriloquists can't stop talking about our new chicken sandwich."
Print advertisement featuring a Girl Scout that says, "The top 1% of future business titans power lunch with our CEO burger."
Click to watch the Daredevil television advertisement.
Facebook post featuring a magician that says, "You deserve the best, so we serve the best. It's no illusion... 1% = No Hormones. No Antibiotics. Never Frozen."
Photograph of two BurgerFi employees.
Three sponsored Instagram posts. One with a man in a cast and neck brace that says, "The top 1% of FIRST TIME DO IT YOURSELFERS truly admire our perfectly-build Beyond Burger." One with a lifeguard that says, "The top 1% of KIDDIE POOL LIFEGUARDS think our fresh cut onion rings are real life savers." One with a person wearing a crazy sci-fi hat that says, "The top 1% of ALIEN CONSPIRACY THEORISTS believe the VegiFi is the best veggie burger in the universe."

Results

Pretty unique results.

The campaign drove a 14% increase in total sales and 5X increase in same-store sales, securing a top spot on the fast casual leaderboard in YTD same-store sales growth, right next to Panera. We also increased visitor 60-day frequency VYA 19%, and grew customers in the family segment 20%. Oh, and the work brought home an Effie, too.

+14%
Increase in Total Sales
5x
Increase in Same-Store Sales
+19%
Increase in Visitor Frequency
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Bronze Effie
Small Budgets - Services