The Problem

The discovery audit showed that flashy creative wasn’t the constraint—marketing infrastructure was.

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1. One over-extended marketing manager, no formal scorecards or data discipline.

2. Local-store marketing budgets and national spend unmanaged in a single system.

3. No way to link campaigns to guest counts, same-store sales, or franchise-sales momentum.

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Without a backbone to measure, optimize, and replicate success, pouring money into a headline campaign would have been wasteful.

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Strategic Solution

Phase 1 – Infrastructure Intensive (6-8-Week)

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Google Analytics 4 + KPI Dashboards; location-level P&L trackers; scorecards for national vs. LSM KPIs.

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Clear allocation rules for national, regional, and store-owner co-op funds.

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Core guest personas, key purchase occasions, and differentiated brand promise (“Stacked moments start here”).

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Always-on vs. pulse logic for Paid Social, YouTube, Waze, local radio, and hyper-local OOH near new stores.

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Org chart + hiring scorecards → resulted in a Marketing Director hire and an in-house Social Media Manager.

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Phase 2 – Execution & Scale

Hero Film - Six national campaigns in 12 months (seasonal promos, LTOs, gift-card push). 
Micro-Influencers - Weekly local-store marketing (LSM) playbooks customized for each franchisee.  
Omni-Channel Pulse - Full-service content studio output: organic reels, paid-ad assets, website banners, CRM flows.
Earned-Media Magnet - Central media-buying hub optimizing more than 100 simultaneous ads across Canada.

Franchise Growth

>1 new location opened every week—fastest breakfast franchise expansion in Canada.

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Monthly Impressions

6 to 8 million across paid & organic channels.

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Owned-Audience Growth

Double-digit % follower gain quarter-over-quarter on Instagram & TikTok.

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Website Engagement

↑ User retention & repeat visits; bounce rate down (directional).

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