Zaxbys is an American fast-casual restaurant chain known for its chicken fingers, wings, and signature sauces. Founded as a tiny chicken shop in 1990 in Statesboro, Georgia, by two college students with entrepreneurial spirit and a dream, it has grown to over 900 locations across the United States. The restaurant's casual, family-friendly atmosphere and emphasis on customer service and strong relationships between franchisees and customers have contributed to its popularity in the Southeastern U.S.
Goals:
• Convey brand voice, specifically through use of the new ‘Sauce Boss’ character. Copy is often written as if it’s coming directly from the Sauce Boss, but messaging that does not include Sauce Boss POV still embodies his cool attitude.
• Build a stronger, more cohesive brand through memorable copy that influences consumer choices through consistent and confident messaging. Think your cool uncle who always has a finger on the pulse and a foot in the door wherever he goes.
• Present the brand as a laidback place to get delicious food at an affordable price without coming off as cheap. Zaxbys food is affordable because we love our customers and are always pulling strings to get them more food for less.
VOICE
Confident, bold, sharp, swagger, ‘cool Unc’ vibes
INDUSTRY
Food & beverage, quick service restaurants
SCOPE
Marketing assets, brand voice, email, SMS and push notifications
