Chick-in-Waffle
Turning a bold vision into a brand built to scale.
The story
From founder vision to a working growth system.
Challenge
Chick-in-Waffle already had a bold vision and personality driven by its founder, Dennis. The opportunity was turning that vision into a consistent brand voice and marketing system that could connect content, customer acquisition, retention, and growth across multiple locations.
Solution
We built a scalable system around Chick-in-Waffle’s personality—sharpening its bold, sarcastic voice and translating it into content formats, copywriting, professional creative, social media, paid campaigns, email retention, and SEO designed to work together across the customer journey.
Measurable growth
The work, in numbers.
$74K+ in email-attributed sales. Over a million social views. 12.36X blended Google Ads ROAS.
$74K+
Email-attributed sales
Turning retention campaigns into measurable repeat revenue.
1M+
Social media views
Building visibility across Facebook, Instagram, and TikTok.
12.36X
Blended Google Ads ROAS
Turning paid search demand into measurable restaurant revenue.
Photo gallery
The brand, turned all the way up.
Professional content brings Chick-in-Waffle’s bold personality to life through craveable food, energetic visuals, and a style designed to be instantly recognizable.
The approach
What we changed.
01
Sharpened the voice into a format
The bold, sarcastic personality Dennis already had was translated into repeatable content formats and copywriting — so the brand sounds like itself on every platform, not just when the founder is in frame.
02
Made the food impossible to ignore
We moved beyond traditional food photography and created content designed to stop the scroll. Product launches, food-focused videos, menu features, and visually driven creative turned menu items into attention-grabbing content.
03
Turned the founder into a brand asset
Dennis became a recognizable face of the business. Founder-led content consistently generated strong engagement and helped build trust, familiarity, and connection with customers.
04
Showed the people behind the brand
The team, culture, hiring campaigns, community partnerships, and behind-the-scenes moments gave customers something bigger than a menu to connect with.
05
Built a retention system, not a newsletter
Email campaigns and automated customer journeys kept Chick-in-Waffle top-of-mind after the first visit, turning an existing customer base into $74K+ in attributed sales.
06
Captured high-intent demand
Location-specific paid search campaigns targeted customers actively searching for dining options nearby, delivering a 12.36X blended return on ad spend, while SEO and Google Business Profile work made the brand easier to find without paying for the click.
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