THE CHALLENGE

Corporate Caterers is a catering company that started in Florida about 20 years ago, and now has over 40 locations across the U.S. They work exclusively in the corporate market – no weddings or parties. As successful as they have been up to this point, they came to us for help with their brand identity in an effort to grow their business even further.

THE STRATEGY

We crafted a new streamlined brand positioning. After analyzing the market, we realized that their competition were either restaurants that offered catering on the side – like Panara Bread – or catering companies that also did weddings, bar mitzvahs, etc. No other caterer specialized in office catering and had also locations across the country.

THE SOLUTION

Following many strategic and creative sessions, we landed on the line “America’s Favorite Office Caterer”. This solidified their leadership position in the category. We ensured that our key messages were benefit driven, so that our primary audience – office managers –felt confident in delivering the new branding to the market.

In addition, we also did a photoshoot their of their entire menu offerings, creating appetite appeal through mouth-watering imagery. The new look and feel was featured on everything from a new website, to promotional material such as brochures, trucks, napkins and office supplies. A brand guideline was also developed to ensure that Corporate Caterers speaks with only one voice.