Commit to the Burger
Every layer and every detail has a purpose.
Inspired by the love of cooking creative grilled burgers for his friends and family, TJ Southard founded Killer Burger in 2010 as a way to share his unique and flavorful burger combinations with anyone who wanted one. The first Killer Burger restaurant opened in Portland’s Hollywood District on September 27, 2010. In less than six years, Killer Burger had expanded to eight locations in Oregon and southwest Washington, with its newest location at The Streets of Tanasbourne in Hillsboro, Oregon.
The Challenge and the Opportunity
As a small business operating in multiple locations, Killer Burger had reached a plateau where a strategic, planned approach to marketing, branding and new business development was needed for Killer Burger to expand its restaurant business at the national level. Killer Burger first needed to solidify its internal infrastructure to support both current business operations and its expansion efforts. The company also needed a robust solution for increasing consumer awareness of its eight restaurant locations and their menu offerings.
Aligned with the vision we developed a strategic marketing plan which addressed Killer Burger’s business and marketing objectives, then implemented key initiatives to promote the Killer Burger brand with its consumers and potential employees alike. Killer Burger’s internal communications systems, existing web presence, and the development of employee on-boarding and training solutions were identified as key areas for review and improvement.
After implementing Killer Burger’s business email and web hosting solution, we redesigned the Killer Burger web experience with a focus on three key areas: the Killer Burger menu, its restaurant locations, and employment opportunities. Killer Burger’s text-based menu was replaced with a visual one, with detailed photos of nine delicious burger offerings. Website visitors looking for the closest Killer Burger restaurant were a single mouse click away from finding the nearest location. And finally, those interested in learning about the Killer Burger culture and joining the Killer Crew could easily view available job openings directly from the website.
We also executed several successful social media marketing campaigns to leverage Killer Burger’s active and growing social media audience, including the Tanasbourne store opening and National Burger Day social media promotions, among other special events.
Through the partnership, not only did Killer Burger further increase its social media presence, the launch of killerburger.com elevated Killer Burger’s overall web presence, resulting in increased in-store sales across all eight locations, an increase in job inquiries, and in the hiring and retention of new Killer Crew team members. With a solid business infrastructure now in place, Killer Burger is well on its way towards planning and managing for national growth.