First Matters Most
First place is about more than just being first. Share of Wallet research proves the benefits of being the top-ranked brand are significantly greater than being in second place, and the gap widens as you move further down the list. Our BreakThrough™ retail marketing system energizes a Trade Area marketing funnel from the bottom up - creative is mission specific to its place in the funnel and its purpose for the unit. Our objective is to win share of wallet at the unit level in each trade area, knowing that each is unique in audience and competitive set.
BreakThrough™ by Asking the Right Questions
Which messages and themes move guests to choose us more often?
Which customer segments hold the greatest incremental potential?
Which levers (Penetration, Frequency, Average Check) drive the most growth?
How should key themes be balanced in the messaging mix?
Which units exhibit similar audience and performance patterns?
Becoming First
Built on Surface Analytics©, BreakThrough™ creates a high resolution, data-driven understanding of why guests choose you, and how to earn that choice more often.
This approach combines proprietary research and data-driven methods and modeling processes with 1st party, POS and basket data.
Our models integrate audience behavioral and semantic insights to uncover true drivers of choice.
This enables multi-unit retail brands to move from reporting results to directing growth. This is BreakThrough™ in action.
When we took over the brand in June of 2025, systemwide traffic was down double digits both YoY and Yo2Y. In six months we ended the year with flat to positive system wide traffic.
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Scope
Business Strategy & Advanced Analytics
Brand Strategy & Positioning
Brand Messaging Architecture
Creative Strategy
Unit Level Media Strategy and Deployment
POS, Merchandising & Sales Support