Claiming a unique brand position to propel same-store sales
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.
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.
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.
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.