Big Boy needed to connect with a new generation of eaters... but the traditional Big Boy concept didn't really cater to what a this guest was seeking out... 

 

We needed to evolve the Big Boy from the inside out... looking at every single element that could redefine what this iconic brand could represent in the world today.  

 

CLUTCH took the lead, directing the overall brand story, interior design, graphic elements, operations, and yes, marketing... to create a holistic brand experience.    

 

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