- Brand: Continued to build brand loyalty by emphasizing the overall marketing message, highlighting the unique features of the concept: speed, delivery and fresh, high-quality ingredients.
- Marketing: Shifted advertising strategy from traditional to a digital and non-traditional approach, including: event sponsorships and activations, social (Facebook, Twitter), selective and on-brand celebrity endorsement and guerrilla marketing.
- Distribution: Emphasized in-fill market expansion coupled with selective, strategic new market growth using both corporate and franchised stores.
- Pipeline: Built pipeline to over 1,000 units, 80% from existing franchisees in new and existing regions.
- Technology: Developed mobile app with handheld ordering capability. Online ordering is growing quickly and increases speed, efficiency and convenience.
- Sold to a financial sponsor in 2016.