The Goal

To help attract more customers to current WrapZone locations, bolster brand health and awareness, and attract more qualified franchise owners.

The Challenge

After the loss of franchises and the recent introduction of HST, WrapZone was experiencing a decline in company sales and significant brand challenges.

Given an increasingly competitive quick service landscape – with new wrap and smoothie offerings from the national chains, being marketed as healthy alternatives with fresh ingredients – and with only 6 locations spread throughout BC, WrapZone needed more than ever to stand out and clearly define its unique offering.

The Solution

After a brand audit and consumer research, a comprehensive rebrand, including a new, refreshed identity was created to update the brand and communicate the fresh, nourishing and quality food that WrapZone offers. A detailed marketing strategy and promotional plan was created to increase visits and sales from current customers, and attract new ones.

With the new branding rolled out in the Summer of 2011, website traffic in just one week increased by over 60%. Not only did the managing director and the franchise owners embrace the new brand, after just one month of the new brand in the market place, the sales decline was reversed and same-store sales are up approximately 10% from the previous year in the same time period. As well, a new franchise location has just been announced.