Situation:

Big Boy is an American Icon. He’s been to space with Austin Powers, rolled through the World Series in the back of an F-150, created the original double-decker burger that’s been imitated countless times, and oh yeah, has a big statue that millions of children (and adults) have their pictures taken with.  

 

But, while the brand had iconic status, the business itself was failing.  We needed to bring attention back to the food, but do so in a way that leveraged that playful spirit that the Big Boy himself emulates.  

 

Approach:

CLUTCH refocused the brand story by celebrating what made Big Boy iconic... Originate Craveable Moments.  

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We started internally, with a call for 'original BIG thinkers'... rallying our troops and our franchisees.  From there, we extended our reach and celebrating the food that Big Boy shares.  We put the food up close and personal… kinda like how you feel when you’re hugging an 8 foot statue…. But just as importantly, we needed Big Boy’s voice to bring the food to life… make it playful, fun, inspiring, and interesting.  Because it’s not just food, it’s Big Boy’s food.  

 

Results:

Within the first 6-months we realized...

• 20% increase in store traffic 

• Younger guests/families visiting restaurants

• 160% YOY increase in social media engagement

• Online ordering up 50%