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.
Peruvian Flavors: A Journey Through Tradition
Frisco’s interior poster series transforms the dining experience into a cultural journey through Peruvian gastronomy. Each of the five educational displays features a key ingredient or cooking method that defines the restaurant’s authentic offerings. Using a textured, map-like background with color schemes tailored to each subject, the posters become windows into Peruvian culinary heritage. Customers learn about the distinctive heat levels of Rocoto (100,000 Scoville units) and Aji Amarillo peppers, the polarizing genetic response to cilantro, and the ancient traditions behind Chicha Morada’s purple corn beverage. The charcoal cooking poster reveals how this ancient fuel imparts distinctive smoky aromas that define Peruvian pollo a la brasa. Adorned with cultural iconography, geographical references to the Andes, and illustrations of traditional Peruvian dancers, these displays serve dual purposes – educating diners about unfamiliar ingredients while reinforcing the authenticity that sets Frisco’s apart from ordinary chicken restaurants. The posters create memorable talking points that extend the dining experience beyond just a meal into a genuine cultural exchange.
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.”
Menu Experience: Where Peruvian Tradition Meets Modern Convenience
Frisco’s menu system seamlessly bridges authentic Peruvian cuisine with contemporary ordering ease. The physical menus invite exploration with vibrant photography of signature dishes like Pollo a la Brasa and empanadas, while clear section organization guides customers through their culinary journey. Overhead digital menu boards bring the same visual appeal to quick-service ordering, featuring high-margin items prominently and allowing for dynamic promotion of seasonal offerings and the popular $9.99 Combo Loco. Both formats maintain consistent brand elements—the distinctive red checkered pattern, Andean mountain imagery, and careful attention to highlighting the three signature Peruvian sauces. The digital displays extend functionality through promotional rotation capabilities, enabling Frisco’s to spotlight limited-time offers or newly introduced dishes without reprinting menus. Each design choice supports the dual goals of operational efficiency and authentic representation of Arequipa’s culinary heritage.
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.
Print Ads
Our advertising campaign targeted a higher-end publication with a predominantly female readership, chosen for its focus on culture, arts, and local businesses. All featured products were selected based on comprehensive sales data analysis.
Chicken Dinner Advertisement: “The Dance of Fire and Spice” This creative concept showcases the distinctive flavor profile of our signature chicken dish. Drawing inspiration from cultural dance traditions, the advertisement illustrates the intricate relationship between charcoal, fire, and natural drippings during the cooking process. This interaction—beginning with our special brining technique and culminating in our charcoal cooking method—creates what we’ve branded as “The Dance of Fire & Spice.”
Pollo Bowl Advertisement: “One Taste Is All It Takes” This messaging directly complements Frisco’s established tagline, “It’s That Good.” We’ve aligned our marketing communications with this fundamental truth about our product quality, creating a seamless brand narrative.
Unified Theme Both advertisements feature subheadings centered on happiness, reinforcing how exceptional food enhances our connection to reality, strengthens bonds with friends, and ultimately brings families together.
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.
Quechua
“KEH-CHUH-WUH”
Our Crowler packaging celebrates the rich heritage of Arequipa, Peru. Three figures in vibrant traditional Peruvian attire stand before the majestic backdrop of Machu Picchu, connecting our brew to its cultural roots. The design’s cooler color palette complements Frisco’s signature red, creating a visual harmony that honors both tradition and the brewing identity it represents.
A CELEBRATION OF HERITAGE AND TOGETHERNESS
OUR BEER’S NAME PAYS HOMAGE TO THE MOUNTAIN NATIVES AND TRADITIONS IN OUR FOUNDER’S HOMELAND OF AREQUIPA, PERU. All good things deserve our time. We celebrate gathering with family and friends around delicious food, refreshing drinks, and good stories. These precious moments deserve our attention and certainly our respect. So pull up a chair, hoist a glass, and tell us a tale that we will remember for the ages. You deserve the time. That’s the Quechua Way.