Frisch’s Big Boy Restaurants

Frisch’s had been trying to solve a very familiar problem for quite some time. They had an American pop icon as the symbol of their brand. They had a very passionate, yet aging, audience. They had an origin story that included the support of an entire large metropolitan city. They knew they had to work on the food, and they were doing so, but in the meantime they had to stay relevant and retain their core. The younger demo that they needed to reach appreciated nostalgia and actually embraced historic brands. Job one was to find a new customer to fill the leaky bucket that was their core. That started with a reinvention of Big Boy himself.