With two decades of success and over fifty AM eatery locations in Florida, Keke's knew they had an operational model poised for expansion. They understood, however, that they needed a deeper grasp of their brand and experience before entering new markets that were unaware of their reputation for quality, fresh ingredients, and food. The team partnered with Other Tomorrows to find out through deep qualitative research with customers and employees.
Our teams embarked on a comprehensive research journey. Alongside the Keke's team, we conducted 13 in-depth audits of AM eateries, gaining valuable insights into Keke's competitors and the experiences that resonate with customers. Additionally, we visited 5 different Keke's restaurants and conducted numerous interviews with company stakeholders, employees, and current and prospective guests, leaving no pancake unflipped in our quest for understanding.
-Lindsey, Orlando Customer
When we spoke with guests, there was no question about it; they loved Keke's food—fresh, picturesque, generously portioned, and always delicious. However, apart from that, they struggled to identify what made Keke's experience unique or recall memorable moments beyond the food.
The kitchen's efficiency, the emphasis on freshness, and the scratch-made dishes all took place behind the scenes, so customers were unaware, and Keke's did not get the credit it deserved.
While the food showcased passion and craft, this was not yet evident in the brand. To make the Keke's difference clear to customers, the brand and experience needed to be handled with the same meticulous care. We needed to work with the Keke's team to bring their story to life through the service, environment, and a menu strategy that leaned into storytelling.
-Server, Orlando
After gathering and analyzing our insights, our team collaboratively created a strategy for Keke's to evolve its brand and customer experience. We wrote a new brand positioning statement and mission to rally employees and clearly communicate Keke's value to customers.
We then brought this new strategy to life through a brand playbook focused on in-restaurant experience guidelines. The playbook included guidelines on brand strategy, key moments, service, atmosphere, and food—everything from tone of voice to interior material palettes, lighting, and menu layout.
As Keke's rolls out its first locations outside Florida in Tennessee, it is building on this new strategy and vision, updating the environment in new builds, and bringing the language and positioning to life in the menu and digital presence at all locations.
-Kelli Valade, Denny's CEO
Other Tomorrows
Pat Bitchell
Jen Ashman-Stauss
Nicole Nassif
Joshua Brown
