wing zone
a design coup case study
OBJECTIVE
Wing Zone came to Design Coup as an emerging regional franchisor for take-out/delivery Buffalo wings. With an eye toward national growth, Wing Zone needed to refocus its marketing and to develop lively creative in order to build the company into a national brand.
STRATEGY
Design Coup developed all the necessary elements for a cohesive, national brand. The branding was refocused around 1) Wing Zone's 25 flavors, 2) the fastest-growing franchise food concept, and 3) speedy delivery of a pizza alternative.
Results
In two short years, Wing Zone has doubled in size and locations. The company has been profiled on the Food Channel, and in magazines and newspaper stories. Brand awareness continues to grow through newly created television and radio advertising. In one test distribution, Design Coup's post cards and door hangers increased sales 40 percent. Our hotel room table tent increased in-room delivered food sales 300 percent.
SOLUTION PORTFOLIO
Menus, Door hangers and Post Cards
These direct mail pieces were redesigned to emphasize Wing Zone's 25 award-winning flavors. The menu layouts were reorganized for better organization. New food photography was created throughout.
Web Site
Wing Zone's new, multi-functional Web site includes a seasonal promotional animation, a comprehensive franchise development site with online application, email registration, monthly specials, plus a map-driven location finder that delivers detailed store information.
Radio Advertising
Design Coup produced two radio spots in 30 and 60 sec versions. "Game Show" highlights Wing Zone's 25 zesty flavors. "Champion" celebrates Wing Zone's #1 national for the best tasting wings in America
Television Spot
This 30 second spot was written and produced by Design Coup to introduce the Wing Zone concept. It was shot in High Definition to give it a film look. The final budget was a small fraction of most national spots, but compares favorably on the screen.
Advertising (Print ads, hotel table tents)
Advertising circulars play a major role in Wing Zone's ad strategy. Hotel table tents were created to offer guests of hotel chains without room service an option for hot delivered food to the room.
Outdoor Advertising
The Wing Zone demographic includes bus riders who rely on delivered food. This bus shelter campaign gets the message in front of hungry commuters.
Franchise Development System
Wing Zone receives dozens of franchise inquiries each week that must be qualified and developed into viable candidates. Design Coup created a step-by-step system that leads prospects from initial inquiry through signing the contract. It uses videos, forms, study materials and password protected Web pages to guide the applicant through each step of the process.
In-Store Graphics
Design Coup created static clings and posters to introduce new menu items, and designed a new menu board to enhance the store image.