Denver loves Illegal Pete’s. (When the Bronco’s won their 2016 pre-Super Bowl playoff game, they celebrated with the local chain’s flavor-packed, Mission-style burritos.) A chain’s success, though, can’t rely only on its local love. So Illegal Pete’s teamed up with KJC to figure out how to bring its special sauce into new regional markets.
Gaining inspiration from consumer and restaurant research, KJC determined that Illegal Pete’s was about much more than burritos. It stood for boozy beverages, a place to hangout, giving back, and music. Illegal Pete’s made more matter.
Through creative development and collaborative work sessions, KJC translated this into Illegal Pete’s core brand positioning, which comes to life in its digital communications, internal organization, and training programs. Now, that’s worth raising a drink to.