{"id":5609,"date":"2021-06-07T12:11:39","date_gmt":"2021-06-07T16:11:39","guid":{"rendered":"https:\/\/responseblog.wpengine.com\/?page_id=5609"},"modified":"2021-06-26T07:19:43","modified_gmt":"2021-06-26T11:19:43","slug":"case-study-creating-a-virtual-restaurant-brand-for-the-bold","status":"publish","type":"page","link":"https:\/\/responseblog.wpengine.com\/case-study-creating-a-virtual-restaurant-brand-for-the-bold\/","title":{"rendered":"CASE STUDY: CREATING A VIRTUAL RESTAURANT BRAND FOR THE BOLD"},"content":{"rendered":"

PROJECT:<\/strong>\u00a0 Create and launch a new virtual restaurant brand. Savage Burrito. Food for the BOLD.<\/p>\n

SITUATION<\/strong><\/p>\n

As the COVID pandemic left guests with no choice but to stay home, Uncle Julio\u2019s Restaurant Group faced a significant drop in volume from the loss of on-premises dining. The from-scratch Mexican restaurateur saw opportunity in this obstacle and decided to develop a virtual, delivery-only brand. Using their excess kitchen capacity, Uncle Julio\u2019s would develop this new offering for those who crave the fresh, authentic flavors of hand-crafted burritos, delivered right to their door.<\/p>\n

SOLUTION<\/strong><\/p>\n

We partnered with Uncle Julio\u2019s to build and launch this new delivery-only brand from scratch. To attract digital natives and differentiate this offering from Uncle Julio\u2019s core locations, it was decided that this new brand would target primarily a Gen Z and millennial audience. First, we conducted extensive market research to better understand the values of Gen Z and millennials. Individuality and authenticity kept surfacing, pushing our positioning and name brainstorming toward embracing the freedom that comes from being bold. The name “Savage” emerged because the popular Gen Z slang term embodied the audacious spirit that the brand was beginning to adopt. The personified brand was becoming passionate, relentlessly real, and fiercely confident.<\/p>\n

From bold typography to hand drawn elements and iconic characters, we explored a wide range of logos that would stand out from the crowd on UberEats and Doordash. Then, we tested our favorites in a survey to see which resonated the best with our audience.\u00a0 Here’s the winner:<\/p>\n

\"\"<\/p>\n

To meet Gen Z & Millennials where they are, we developed a launch campaign with rich imagery and animated video across their website<\/a> and social media<\/a>.<\/p>\n

\"Savage<\/p>\n

From Twitter, Twitch, and Tik Tok to Instagram and Snapchat, we developed a presence on each channel with the brand’s distinct look, feel, and voice. This social blitz was accompanied by a highly-targeted SEM campaign.<\/p>\n