Setting yourself apart in a saturated market; the smashed burger craze!
We were approached by the Thinnies team to assist in developing a brand strategy and positioning that is unique to them in a landscape where too many burger concepts exist. As one of the market leaders in the space, they sought to differentiate their positioning on their road to expansion.
Food and Beverage
Through our diagnostics workshop and market research, we dug deep into the brand through the founders and its loyal client base. As we sifted and analyzed our research we realized that as Thinnies was expanding into dine-in locations; it should retain its overall essence of being a smash burger specialist.
In developing its brand strategy, we positioned Thinnies as a classic specialized smashed burger joint. They were not to embark on expanding their menu through fried chicken additions or hot dogs, people wanted burgers and they wanted them from Thinnies. The brand was all about quality ingredients and a back to basics mentality to truly allow the classic smashed burger to shine!
After approving our brand strategy, we set out to create an implementation strategy which involved how we envisioned the brand to expand moving forward. This involved expanding the menu through sides, offering desserts, offering group packages and more! We ideated some marketing initatives as well to support its large scale expansion moving forward. Today, Thinnies is continuing on its expansion with much success and remains a specialist amongst a sea of masters of none.