The Challenge

After more than 15 years as a leading Midwest restaurant chain, PepperJax looked to revamp its branding and evolve into a more sleek, visually-appetizing brand. The chain needed guidance on brand voice, content creation, copy development a website overhaul and to re-work its image to compete with the likes of competition across its 40-restaurant concept.


The Approach

The first step, reimagine the look & feel of the branding with a comprehensive overhaul of its visual systems including a focus on its digital presence through social media and the website.

The brand's pivotal brand relaunch was combined with the launch of a new product for the first time in the brand's history. The digital makeover was supported with a line-up of newly-envisioned radio, direct mail, social media, public relations, grassroots marketing, in-restaurant merchandising, and launch of a loyalty/rewards program. 

the results

  • Newly-designed PepperJax website recognized as Gold Winner in the 2018 AVA Digital Awards (buhv designs).

  • PepperJax launched Smoked Brisket at a 15% menu mix, surpassing its goal of 7% and industry average of 4-5%.

  • Community relations program increased traffic by double digits on the day-of events, raised more than $10K for military non-profit support during Memorial Day fundraiser

  • Activated a Fan Day Campaign, driving an increase of 50%+ traffic and 25%-40% sales lift at each store.