A focus on flavor boosts international expansion for Wing Zone
OUR SOLUTION PORTFOLIO: select a thumbnail
OUR SOLUTION PORTFOLIO: select a project
1: Corporate Identity
Design Coup revamped the Wing Zone logo in order to create a more contemporary feel. A new tag line, “For People Who Love Flavor” focused the brand on the target customer.
2: Brand Platform
Design Coup applied its Brand Story® approach to develop a comprehensive brand experience and document the Brand Concept, Mission, Vision, Position, Drivers, Target Customer, Brand Personality, Flavors, Fuze Process, Look and Feel, Interiors and Brand Promise.
3: Interior Graphics
Wing Zone’s stark interiors were replaced with bold orange swirls mixed with graphic treatments of the Flavorholics characters.
4: Consumer / Corporate Website
Wing Zone's new Web site includes animated Flash graphics that celebrate its loyal and eccentric Flavorholics customers. Visit wingzone.com.
THE CHALLENGE
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 regional franchise organization, yet Wing Zone never fully developed a brand experience that communicated the unique qualities of Wing Zone's flavorful food.
The franchise industry is overwhelmingly about "brand." To become an internationally-recognized brand, Wing Zone would need to refocus its core concept and message.
OUR STRATEGY
Design Coup used its Brand Story® approach to identify customer perceptions of the brand as well as the benefits of Wing Zone's food, delivery system and its flavors. The goal was to ensure that the total brand experience connected emotionally to customers with consistent messaging, clear benefits and credible positioning. The core concept identified was FLAVOR. Wing Zone excelled at flavor.
Design Coup developed a flavor-focused branding system that touched every element of brand messaging, food concept, graphics, interiors and operations. The company now focuses it messaging on its loyal "Flavorholics®" and applies a Flavor Fuze™ cooking process (coined by Design Coup) to its full menu.
THE RESULTS
The Flavor brand was tested at a new Wing Zone location in the Bahamas. Sales expectations were exceeded by 300 percent. Importantly, the Flavor concept and new branding jump-started new franchise sales both domestically and overseas. The flavor focus is particularly attractive internationally as evidenced by strong internation expansion. There are now four outlets in Panama, plus new stores in Saudi Arabia, Dominican Republic and Malaysia.