BRAND AUDIT 02 Table of Contents INTRODUCTION GOAL OF THE AUDIT................................................ EXECUTIVE SUMMARY PURPOSE OF REPORT............................................... METHODS USED...................................................... COMPANY PROFILE................................................. TOP PROBLEMS....................................................... ACTIVATION ANALYSIS...................................................... RESEARCH & DATA CUSTOMER SURVEY................................................. STAFF INTERVIEWS.................................................. FOCUS GROUP........................................................ SWOT ANALYSIS............................................................... ACTION PLAN.................................................................. 2 3 3 3 3 4 5 7 9 10 11
Executive Summary
PURPOSE OF REPORT
Sonny’s BBQ is a small town treasure in Branson, Missouri that wants to take their world-class BBQ nationwide. After more than 75 years of experience, the original owners have passed ownership down to their daughter. She has big dreams to turn their quaint establishment into a household name; however, she’s keenly aware that while their food is beloved, their brand has a lot to be desired.
METHODS USED
The following services were performed to complete the audit for Sonny’s BBQ:
Conducted a professional analysis of the current brand elements and activity. A comprehensive survey of current and prospective customers delivered online and displayed on an iPad at the restaurant. A total of 5,874 responses were received.
Conducted one-on-one interviews with staff members and key stakeholders. Hosted a dedicated focus group of 20 prospective and current customers.
COMPANY PROFILE
An original family recipe dating back to the 1950s Sonny’s claim to fame. Founders Roy and Susan Sonny were fond of hosting; from holidays and family reunions to street block parties, they often invited guests over to enjoy their family’s famous BBQ. Guests clamored to get a jar of the secret sauce and after receiving too many requests to count, the Sonnys decided to open shop. Their first restaurant debuted in 1953 and quickly became one of Missouri’s top BBQ joints. Daughter Dorthea has recently taken the reins and is dedicated to bringing their family’s passion for BBQ to others across the country.
Mission: To make you feel at home, one BBQ dish at a time.
Vision: To be the #1 BBQ joint in the United States.
Values:
1. Kindness - We treat one another like family.
2. Humility - We’re better as a team.
3. Diversity - We welcome anyone and everyone.
4. Flavor - If a dish doesn't lead to lip smacking, it’s off the menu.
5. Joy - Ultimately, we always aim to put a smile on your face.
TOP PROBLEMS
The Sonny’s BBQ brand identity is limited to just a logo (see activation analysis on page 4).
Sonny’s BBQ has an amazing product, but little to no brand recognition outside of Missouri (see pages 5-9 for survey data).
Sonny’s BBQ consumer base skews toward an older generation but they want to reach a younger audience (see pages 5-9 for survey data).
Sonny’s BBQ doesn’t have internal processes or brand guidelines to help scale their restaurants across the country.
Sonny’s BBQ is missing out on online sales and reach because they don’t have a website.
BRAND AUDIT 03
BRAND TOUCHPOINTS
BRAND AUDIT 04
Analysis
Activation
A brand comes to life through a variety of touchpoints. Consistent interactions with consumers create a cohesive brand experience. Below is a checklist of the touchpoints currently used by Sonny’s BBQ. VISUAL IDENTITY Wordmark Icon Color Palette Font Suite Pattern or Texture Imagery Style Tagline Brand Story Brand Guidelines X X PRINT MATERIALS Business Cards Letterhead Envelopes Postcard / Mailer Menus Brochures / Catalog Welcome Kit Annual Report Customer Gift Signage Vehicle Graphics Packaging Apparel X DIGITAL MATERIALS Landing Page Website Online Shop Courses Blog Email Signature Email Newsletter Free Downloadable Presentation Deck Animation Video Photography X SOCIAL ACCOUNTS Facebook Instagram Twitter YouTube Pinterest LinkedIn TikTok Snapchat X X X X X X
Research & Data CUSTOMER SURVEY
BRAND AUDIT 05
Research & Data CUSTOMER SURVEY
BRAND AUDIT 06
Research & Data STAFF INTERVIEWS
BRAND AUDIT 07
Research & Data STAFF INTERVIEWS
BRAND AUDIT 08
Research & Data
BRAND AUDIT 09
FOCUS GROUP
SWOT Analysis
STRENGTHS
Their BBQ consistently sells out each day at the restaurant.
Sonny’s customer experience is always a happy, supportive one greeted by smiling staff.
Their onlyness is in how they host each guest. Every experience is flawless and has a touch of personalization. (Think Chick-fil-A)
They have a very loyal customer base within Branson, MO.
Their brand story is one of legacy and heritage, which is admirable.
Their quarterly profit margins have been consistently strong for the last 15 years, even through the pandemic.
OPPORTUNITIES
Developing a full brand kit would allow Sonny’s to expand their brand experience to a national level.
Upgrading to a POS system will make sales smooth and speed up lines. Creating a website would allow online sales to flourish.
Younger audiences are especially interested in traditions and legacies.
Developing a brand guide and internal processes would improve and optimize employee training.
Leveraging Sonny’s BBQ unique color palette will help them stand out in the market among their closest competitors.
New products could be added to their famous BBQ line to expand profits. Renovations and repairs to the original restaurant could make it more relevant and attractive to future customers.
WEAKNESSES THREATS
The Sonny’s BBQ visual brand consists only of a logo. The brand is primarily defined by the customer experience, which is harder to replicate and scale.
There’s a higher demand for their BBQ products than supply.
Sonny’s BBQ doesn’t have a website or online presence. They are relatively unknown outside of Missouri.
The brand isn’t familiar among younger generations of consumers.
The physical building is dated and in need of some repairs.
The current checkout system is outdated and innefficient.
Sonny’s BBQ doesn’t have a formal training manual for new employees.
The menu lacks hierarchy causing increased order time.
BBQ is common among the South with countless other restaurants also looking to expand in the near future.
Their target audience has waning purchasing power so Sonny’s needs to shift to a new ideal audience.
The vegan community is vocal and on the rise, which could impact perception and sales. Staffing is a common industry issue that might be an expansion challenge.
BRAND AUDIT 10
Action Plan
READY. SET. GROW. Success comes to those who set a course to achieve it. Use the following chart to bolster your brand.
ACTION ITEM VENDOR TIMELINE BUDGET ASSIGNED TO
Participate in a comprehensive rebrand to develop a long-term strategy and brand identity that works on a national scale. Develop an employee training manual for onboarding and to ensure consistent quality customer service. Build a website to support online sales. Update the POS system to expedite transactions, capture customer information and track sales trends.
The Good Kids
Begin immediately; 2-3 month process
$$$$$
The Good Kids
The Good Kids
Consult with an interior designer who can create a branded dining experience across all locations.
Square Rachel Rummel & Plainview
Following rebrand; 2-3 months Following website construction; 1 month
Following rebrand; 1-2 months $$$ $$$$ $$$ $$$
Following rebrand; 6+ months
BRAND AUDIT 11
TAKE THE FIRST STEP
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We stand ready to support your brand work. Whether your audit revealed the need for a rebrand, refresh, website work or other design and layout recommendations, The Good Kids are just a call or click away.
