Chief brand officer Peter Frey explains how the new marketing campaign, “It’s Always Sonny’s Here,” is part of a larger effort to innovate authentically.
Barbecue restaurants, more so than most other concepts, occupy a sort of timeless space in consumers’ lives where history and tradition are key to the experience.
But that doesn’t mean they can’t innovate. And for those legacy barbecue chains out there looking to capitalize on growth potential, finding the balance between tradition and innovation is key.
Such is the plight of Sonny’s BBQ, a Florida-based full-service concept that has grown to nearly 100 locations around the Southeast in more than 50 years in business. The brand is beefing up its development team as it looks to grow through franchising, and just launched a new marketing campaign, “It’s Always Sonny’s Here,” that communicates the easy-going vibe that Sonny’s restaurants hope to create.
Sonny’s is also retooling its experience, particularly with the rollout of a mobile ordering app that will help its booming off-premises business.
Chief brand officer Peter Frey joined the latest episode of Take-Away with Sam Oches to discuss these new developments and how Sonny’s is innovating while also respecting the tradition that its long-time customers have come to expect.
In this conversation, you’ll learn more about why:
Sometimes craftsmanship should trump innovation
Fast-casual service has major benefits, but risks being too transactional in nature
General manager development puts you in the ideal position to succeed
Restaurants are as much about unplugging as they are about nourishment
Legacy brands have permission to innovate with technology and ordering
Contact Sam Oches at [email protected].
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.jpg?width=400&auto=webp&quality=80&disable=upscale "Sam Oches")
