Please describe the scope of their work.
The initial phase was to help identify who we are and what we stand for as a company, so we could share it with the 175,000 other employees and partners across the country. Now, we are using that brand soul and the work that Shawn [Parr, CEO of Bulldog Drummond] helped facilitate to really help guide the organization in its decision making, to make sure that when we activate, whether it’s our food, our people, the experience, any digital or physical touch point, or the impact we’re having in communities and on the planet, that we have these filters to leverage in the decision making. We want to make sure that our word, who we say we are, and our actions match. That’s the next phase of the work.
What was your process for selecting Bulldog Drummond with which to work?
We were looking for somebody who had prior experience and success in getting brands to this place. We knew that the outcome would be thorough, thoughtful, and something that allowed us to solve for long-term. We did not want this to be another short-term marketing campaign. We needed it to reflect who we are and ensure that it guided us the next 50 years we’re in business. Another reason we chose them is that Shawn’s approach is very real, authentic, down to earth, and action oriented. So, even though the process took a long time, as it should, given the importance of it, his constant care and participation at a senior level was appreciated.
About how long did the work take? Is it ongoing?
From discussion to pushing it all the way down to our restaurants, and reaching 175,000 people and making it real, it took approximately 18 months.
The work is continuing. The first phase was completed by the end of 2013, and for this next phase, we’re nearing completion by the end of this year. The current phase involves sharing the message with a broader landscape including suppliers, functions, and vendors. It’s really helping us make decisions by providing the filters and guardrails for our business and brand. We do the message distribution, but the development of the messaging is done by Bulldog.