How do you develop a new kind of fast casual brand from a much loved consumer brand?

Applegate is a 27 year-old organic and natural meat company with the mission to “Change the Meat We Eat”. In 2010 Applegate opened a hotdog cart in New York’s Central Park. Fast forward to the present and that cart is now a fast casual restaurant brand called Applegate Kitchens. 

Challenge

Applegate was posed to expand its fast casual brand Applegate Kitchens, but before they did, their CEO tasked us with developing a brand strategy and story, a food concept, the in-store experience and the visual system that would scale as they did. 

What We Did

Like any new fast casual brand, we leveraged the power and influence of a challenger brand within a new marketplace by defining Applegate Kitchens’ positioning, voice and experience. That led to a differentiated and compelling story supported by a visual system that didn’t compromise its core brand equities. Applegate Kitchen's are located in rest stops devoid of healthy eating choices, so we created a story around being the natural and organic deli to grab and go. Your healthy oasis where previously had existed only bad choices.

Outcome

The initial brand launched in three highway locations. The arrival of digital menu boards provided the perfect platform for Applegate Kitchens launch their new menu, new look and to tell their new story. Initial signs are extremely promising.