Diversity - We welcome anyone and everyone

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:

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.

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.

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.

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.

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