Wing Zone an industry leader in Buffalo wings takeout & delivery has completed a comprehensive brand make-over of its franchise operation with a total focus on Flavor. Design Coup Inc. a brand development agency in Decatur GA, used its Brand Story approach to reshape the brand message, food concept, graphics and operations to celebrate Wing Zone’s amazing flavors and its loyal Flavorholic customers.
Wing Zone was started in 1991 when the founders were still undergraduates at the University of Florida. Over the next two decades, Wing Zone grew into a robust franchise organization, yet the Wing Zone brand never fully developed a brand experience that equals the unique qualities of Wing Zone’s flavorful food – until now.
Wing Zone’s founder and president, Matt Friedman was looking for a way to bring back the fun and vitality that launched Wing Zone in his college days. “The challenge was to capture the essence of Wing Zone so that consumers would instantly understand what we’re about,” explains Friedman.
“We won lots of national awards and prided ourselves on our food, flavor and operations,” Friedman continues, “but until now, we only seemed to communicate our winning attributes through the food itself. Design Coup latched onto flavor and pushed us hard to take our brand to a new plateau of awareness. ”
“It takes more than a great product to connect to consumers,” says Michael Higgins, president of Design Coup. “We turned Wing Zone’s fabulous Flavor into the 10-story superhero of the brand. If you’re mad about flavor, like I am – Wing Zone is your brand.”
Design Coup applied its Brand Story approach to tap into the core customer perceptions and benefits of Wing Zone’s food, delivery system and its flavors. This approach ensures that the brand connects emotionally with consistent messaging, clear benefits and credible positioning.
The Flavor brand was tested last month at a new Wing Zone location in the Bahamas. “We determined in our Brand Story development that the flavor concept would travel well internationally,” explains Higgins. “I personally went to the store opening. Customers were lined up and excited. Sales expectations were exceeded by 300 percent.”
The new Flavor-focused brand experience includes:
- A new Wing Zone corporate identity
- A comprehensive Brand Platform to support the entire branding system
- A Flavorholics customer engagement campaign that celebrates the individual tastes and eccentricities that define people’s favorite flavors
- A trademarked Flavor FUZE cooking process for wings, fingers, shrimp, sandwiches and more
- Descriptive new flavor names and descriptions that liven up the menu
- New Flavorholics graphics for the store interiors, Web site, and menus
- Digital menu boards that highlight Wing Zone’s funny Flavorholics
- A launch video to excite Wing Zone franchisee’s and make them emissaries of the new brand
Design Coup, a strategic branding and creative agency, creates innovative brand communications for leading manufacturers, healthcare organizations, franchise systems, and new business ventures. Located in Atlanta, GA (Decatur), Design Coup has been building brand awareness for its clients since 1998. For more information about Design Coup, visit http://www.designcoup.com.
Wing Zone was founded in 1991 at the University of Florida by Matt Friedman and Adam Scott, who cooked wings with homemade sauces in their fraternity house kitchen and delivered them to fellow college students. After opening several Wing Zone locations, Scott and Friedman began franchising Wing Zone in 1999. Wing Zone now has nearly 100 locations open across the U.S. For more information about Wing Zone visit http://www.wingzone.com.