Frisco’s Chicken (QSR)

The Challenge
Frisco’s Chicken was looking for a partner agency to elevate its brand presence and become a future franchise.

Our Solution

With a bit of research, we discovered that it was indeed true that if you had Frisco’s once, there was no denying repeat visits for the flavorful rotisserie Peruvian chicken and sides. We developed the brand tagline “It’s That Good” and wrapped it in a teaser campaign called “Chicken Addiction.” We started with social posts and prominent billboards that jabbed at the main competition, Chick-fil-A. “The Cows Were Right” teaser worked like a charm, garnering recognition and the distinction of being the most engaging posts the QSR ever had. We built on the momentum by helping to launch their fourth restaurant, two value meal programs, several new menu items, and their fantastic Quechua Beer. We furthered the brand by bringing in the Peruvian culture, textures, color, geography, and traditions of Arequipa – the owner’s hometown. We wanted the branding and in-store experience to look as good as the food tasted, so we photographed that beautiful fare and revised the digital and print menus for each location. We created posters that defined the key Peruvian ingredients and their places of origin. We even revamped the allergen materials that complemented their evolved brand. “It’s That Good” became the consumer-facing tagline, supported by mouthwatering visuals of food and textural layering of ingredients that told the story. We transformed the old line “We Serve Happiness” into the driving force behind our employees’ core company beliefs and customer service. Our employees, fueled by passion and armed with recipes passed down over generations, became the true ambassadors of our brand. Their dedication ensures that every product that hits customers’ taste buds will make them believers in our tagline. Great taste, beautiful experiences, and rich stories are the definition of happiness: that and the dance of fire and spice.

Results

• Significantly increased brand recognition and customer engagement
• Successfully launched new restaurant and menu items
• Created a cohesive brand identity that resonated with customers
• Established a strong connection between the food quality, employee passion, and customer experience
• Positioned Frisco’s for potential franchise opportunities

Key Takeaway 

By focusing on the unique Peruvian heritage, high-quality food, and passionate employees, we created a brand story that went beyond just taste. The tagline “It’s That Good” became a promise fulfilled by every aspect of the Frisco’s experience, from the flavors to the cultural ambiance. This comprehensive branding approach not only elevated Frisco’s market presence but also positioned it as a strong candidate for future franchising opportunities.

Food Photography

For Frisco’s Chicken, visually compelling food photography serves as the cornerstone of the brand experience. Each image captures the essence of Peruvian culinary heritage – from the succulent, charcoal-roasted chicken with its crisp, burnished skin to the vibrant colors of the fresh ingredients in the Pollo Bowls. The photography strategically highlights texture and abundance: the generous portion of pulled chicken in the sandwiches, the glistening sauces in their traditional clay bowls, and the perfectly flaky empanadas revealing their flavorful fillings. When placed against both clean backgrounds and the monochromatic red Peruvian landscapes, these images do more than showcase food – they tell the authentic story of Arequipa’s culinary traditions brought to life through the owner’s mother’s recipes. Every photograph is crafted to trigger immediate appetite appeal while reinforcing the brand’s tagline: “it’s that good.”

Product Launch:
Chicken Salad Sandwich

Frisco’s Chicken Salad Sandwich launch centered on an irresistible taste experience that inspired the campaign’s romantic messaging. Featuring tender pulled pollo in a house-made aioli with lime-marinated red onions on a brioche bun, the sandwich embodies Peruvian flavor profiles that prompted an immediate emotional connection. This culinary romance inspired the graduated messaging strategy: “Meet Your New Love Affair” on external advertising entices potential customers. At the same time “Your New Love Affair” on in-store materials confirms they’ve found their perfect match. The sandwich stands as a showcase for Frisco’s signature sauces, each providing a distinct flavor enhancement to the creamy chicken base. Deployed across outdoor advertising, social media campaigns, digital paid placements, and in-store point-of-sale materials, all featuring the vibrant red Peruvian landscape backdrop, the campaign positioned this new menu item as more than just food—it’s a relationship worth coming back for; reinforcing the brand’s “it’s that good” promise.

Ad Campaign:
Feed Your Chicken Addiction

“Feed Your Chicken Addiction” emerged as Frisco’s bold, captivating promotional hook for their signature charcoal-roasted Peruvian chicken and $9.99 Combo Loco offerings. The campaign acknowledges the craveable quality of authentic pollo a la brasa—with its distinctive smoky exterior, juicy interior, and trio of house-made sauces that create a genuinely habit-forming flavor experience. Set against the vibrant red monochromatic Andean landscape backgrounds, the imagery places the food front and center, showcasing the restaurant’s commitment to traditional Peruvian preparation methods and high-quality ingredients. The addiction concept plays across multiple menu combinations, from quarter chicken with fries to the pulled chicken bowl with black beans and green beans, illustrating the versatile ways customers can satisfy their cravings. This messaging creates a sense of delicious compulsion while the distinctive red backdrop and mountain imagery maintain the authentic connection to Arequipa’s culinary heritage. The campaign succeeds by tapping into the visceral, can’t-have-just-one quality that makes Frisco’s chicken a repeated, enthusiastic choice rather than just an occasional meal option.