CLIENT: Fox Restaurant Concepts / FRC
PROJECT: Restaurant Employee Campaign
RESTAURANTS: Culinary Dropout, North Italia, True Food Kitchen
PRODUCTS: Brand Discovery, Brand Personas, Brand Visualization, Website Creative, Copywriting
Coming to the table with 14 concepts and 1 winning recipe for restaurant success, FRC partnered with Blind Society to create a growth strategy tailored toward brand cohesion and employee on-boarding. After experiencing rapid and overwhelmingly positive results across restaurant openings in the greater Phoenix-metro area, Fox Restaurant Concepts spread to ancillary and later nation-wide markets. With the culture and vibe of each specific concept being so unique, Blind Society was tasked with the challenge of creating a cohesive recruitment tool that is first loyal to each concept’s personality, while also staying true to the umbrella FRC family brand.
Beginning with a trio of flagship concepts — True Food, North Italia, Culinary Dropout — Blind Society went beyond creating simple visuals to instead deeply understanding each sub-brand, down to the staff of people who call FRC home. After the right mix of research, interviews, and dissection of the competitive landscape, Blind Society created the content and design that will ultimately draw the right talent to the brand where they belong — ensuring FRC keeps the same hip, progressive, family-feel they’ve established here in Arizona.
Food is the focus, but the love, the genuine connection, is in the details of each and every concept. – Sam Fox, Founder and CEO FRC, one of the 50 most influential individuals in the restaurant industry