The Client:
Jake’s Wayback Burgers was founded in 1991 as Jake’s Hamburgers with
a single restaurant in Newark, DE which still occupies its original location near
the University of Delaware. From a simple, unassuming "burger joint," "Wayback"
has become one of the fastest growing franchises in the Fast Casual restaurant space.
In 2009, master franchisors John Eucalitto and Bill Chemero of Edible Arrangements
fame partnered with Jake’s founder, John Carter, to form Jake’s Franchising,
LLC and set out to take the regional favorite nationwide. Later that year, John
and Bill selected Trellist as the Agency of Record for Jake’s Franchising.
In 2011, a year and a half after beginning work with Trellist, Jake’s Wayback
Burgers is listed among the Top Ten Fastest Growing Restaurant Concepts according
to RestaurantChains.net.
Business Objective:
Initially, however, the ambitious franchise with the amazing burgers had a number
of business challenges to address. Foremost among them was its appearance.
As John and Bill approached prospective franchisees, those prospects saw only a
rundown burger joint and a brand that was not ready for national exposure. John
began looking for an agency to help. When John and Bill came to Trellist, they were
looking for a website company and found something very different.
Trellist Approach and Execution:
Trellist was selected as a trusted partner to assist Jake’s as strategic business
consultants as well as their Agency of Record. This commitment enabled the Trellist
team to work at the business and brand strategy level, investing time to understand
business and operational challenges, define its audience through primary and secondary
research, survey the competitive landscape, identify key strengths and weaknesses,
and develop a blueprint for the brand to succeed.
Trellist then set to work deploying its consultants and subject matter experts to
develop executable strategies based on that blueprint. Our branding experts helped
rename the franchise to comply with trademark regulations and best practices, position
the brand for success within the context of the Fast Casual restaurant space, develop
a brand image that is reflective of a 1920’s roadside restaurant, and launch
a new identity into the marketplace.
Working with the Niemitz Design Group out of Boston, the Trellist team extended
the brand to the in-store experience, designing new menus and supporting décor.
A management process was jointly developed to identify and prioritize countless
potential projects, and work began to tackle franchise sales materials, a tradeshow
presence, collateral, menus, in-store signage, websites for desktop and mobile users,
an iPhone application, customer satisfaction programs, integrated onsite and online
promotions, social media campaigns and contests, coupon promotions, and regional
advertising and sales promotions aimed at driving awareness and traffic both online
and in-store.
As a Small & Emerging Business client, Wayback has access to Trellist’s
specialized talent in a flexible and efficient model. Wayback utilizes the Trellist
Practice Areas for Business Strategy,
Marketing & Branding and IT &
Application Development using the Trellist
Agency Service model.
As Jake’s Wayback Burgers prepares to open stores in 12 states and with more
than 80 locations by the end of the year, Trellist is proud to be a partner in helping
the business grow.
Visit the Jake’s Wayback Burgers site: www.waybackburgers.com
How can we help you?
Order up a different kind of agency relationship. Contact
Us.
