Campaign Overview

The Problem

The discovery audit showed that flashy creative wasn’t the constraint—marketing infrastructure was.

One over-extended marketing manager, no formal scorecards or data discipline.

Local-store marketing budgets and national spend unmanaged in a single system.

No way to link campaigns to guest counts, same-store sales, or franchise-sales momentum.

Without a backbone to measure, optimize, and replicate success, pouring money into a headline campaign would have been wasteful.

Strategic Solution

Phase 1 – Infrastructure Intensive (6-8-Week)

Martech & Data Stack

Google Analytics 4 + KPI Dashboards; location-level P&L trackers; scorecards for national vs. LSM KPIs.

Budget‐Governance Model

Clear allocation rules for national, regional, and store-owner co-op funds.

Audience & Messaging Map

Core guest personas, key purchase occasions, and differentiated brand promise (“Stacked moments start here”).

Media-Mix Framework

Always-on vs. pulse logic for Paid Social, YouTube, Waze, local radio, and hyper-local OOH near new stores.

Department Roadmap

Org chart + hiring scorecards → resulted in a Marketing Director hire and an in-house Social Media Manager.

Phase 2 – Execution & Scale

Hero Film

Six national campaigns in 12 months (seasonal promos, LTOs, gift-card push). 

Micro-Influencers

Weekly local-store marketing (LSM) playbooks customized for each franchisee.  

Omni-Channel Pulse

Full-service content studio output: organic reels, paid-ad assets, website banners, CRM flows.

Earned-Media Magnet

Central media-buying hub optimizing more than 100 simultaneous ads across Canada.

Outcomes & Impact

Franchise Growth

>1 new location opened every week—fastest breakfast franchise expansion in Canada.

Monthly Impressions

6 to 8 million across paid & organic channels.

Owned-Audience Growth

Double-digit % follower gain quarter-over-quarter on Instagram & TikTok.

Website Engagement

↑ User retention & repeat visits; bounce rate down (directional).

Store Traffic

Consistent upticks in guest counts tied directly to local campaigns.

Franchise Sales Funnel

Data dashboards now leveraged in discovery days to win prospective franchisees.

Key Learnings

Fix the pipes before turning on the tap.

Infrastructure wins over “big-idea” creative when a brand is scaling locations at warp speed.

Hybrid team design accelerates execution.

Combining in-house hires with agency firepower kept costs lean while expertise scaled.

Local + National harmony matters.

A unified scorecard let franchisees see how individual efforts laddered up to brand-wide gains, boosting buy-in.