Push conducted a preliminary brand assessment and determined that under the current brand positioning customers did not relate to the experience as a getaway. They felt relaxed, chilled-out and comfortable, but did not feel transported emotionally or as if they were having an adventure.
Push moved the brand from a very “themed” approach—Get Blown Away—to a more lifestyle-centric message—Live With Flavor. This was based on the thinking that in order to compete, the brand had to move away from being just a wing place with lots of flavors (commodity space), to a flavor place that features wings and more (niche space). Campaign deliverables included a logo refresh, stores, uniforms, POP, advertising, promotions, Web, viral, events, signage, SEM, music, in-store video, social media and public relations.