Rebel’s Hot Chicken’s personality is as bold as its menu offerings–and those deserved photography that matched that rebellious spirit. The new images showcased menu items in a way that created a sense of anticipation, encouraging customers to feel an immediate connection to the experience. The menu copy was rewritten using playful language that emphasized the unique flavor profiles and adventurous combinations.
In contrast, Secret Sauce Barbecue’s warm and welcoming brand needed visuals that inspired comfort. After all, something as soulful as barbecue should feel the furthest thing from stiff. The refreshed photography highlighted the coziness of savoring barbecue at home, focusing on the enjoyment of food shared with loved ones. Menu descriptions were crafted to evoke nostalgia, emphasizing the homestyle nature of each dish.
The result was a thumb-stopping brand presence for both restaurants that made a difference. And given that, according to Neilsen, the average online consumer makes purchase decisions in 19 seconds, that translated to a lot of online orders and delicious sales.
