Giving Wendy's a brand
Wendy's took several shots at breakfast before realizing the key to success was first establishing coffee credibility. SRG came in to help build the brand. Redhead Roasters was born with a dare-to-be-different attitude and a big bold flavor. We developed the brand idenity, packaging, in-store experience, and the 'Born to be Bold' advertising campaign. Initial test market, same-store sales for breakfast increased by double digits, driven by increased coffee sales of 70%, and Redhead Roasters is scheduled to launch nationally in approximately 6,500 Wendy’s restaurants.