Brand • Strategy • Marketing • Operations
Helping chain restaurants reach their goals is our passion and mission. Our team has many years’ experience working in all areas of the restaurant industry: Executive Management, Operations, Marketing, Human Resources, Facilities and Culinary.
We are former owners, operators and executives with various chain restaurants and specialize in assisting emerging chains (less than 25 units) meet their growth objectives. Our work is primarily at the corporate and franchisor level but we from time to time also work with multiple-unit franchisees.
On Brand particularly enjoys working with emerging brands…concepts with less than 25 units…to ignite growth.
We offer a wide variety of services geared specifically for restaurants, all with producing immediate results for clients in mind.
- Concept Development
- Brand Discovery
- Financial Modeling
- Capital Development
- Mergers & Acquisitions
- Due Diligence
- Menu Development
- Marketing & Operational Alignment
On Brand also offers a diverse array of tactical services, all geared to the restaurant industry, to assist our clients. Restaurant Services
20 year old concept with eroding sales over 5 year period. Designed and executed research project to gather guest perceptions. Designed and executed focus group to test optional strategies. Designed and executed integrated marketing plan to communicate brand’s move from traditional casual dining menu to farm-to-table menu strategy. Designed overall brand strategy and aligned operations with marketing to create tight-fitting brand promise/delivery model.
75 unit concept with locations spread across 10 states with single locations in numerous small markets as well as clustered operations in several rated markets. With limited marketing budget (approx. 1.2% of net sales annually) the challenge was to impact traffic and sales across all units with limited ability to achieve efficiency in media buys due to geographic spread. On Brand researched each store location and developed a suite of tactics including broadcast and zoned cable television, e-mail, digital marketing and support POP to communicate highly focused, simple brand message with strong call to action.
5 year old concept recently acquired by large private equity restaurant brand owner. Engaged On Brand to determine how best to grow a bar-only concept with unique positioning. Designed and executed research project to gather guest perceptions. Conducted in-person site observation and gathered market data to determine options. Recommended concept pursue select food menu and highly targeted expansion of alcohol concept to maintain high-end demographic appeal.