Objective

Launch and position the first-ever vegetarian drive-thru as a credible mainstream alternative and destination, then expand access in high-traffic corridors (including San Francisco International Airport).

Strategy

• Lead with differentiation: every item vegetarian, with vegan/gluten-free options; organic, non-GMO ingredients; sustainability built in.

• Turn place into media: design the restaurant to be a shareable destination and amplify via local creators and UGC.

• Use PR as growth fuel: announce openings and menu innovations through food, travel, business, and sustainability press; ladder to an airport flagship for everyday trial.

Execution

• Brand & Messaging – “Thoughtful fast food” platform across web, OOH, packaging, and in-restaurant storytelling (taste, transparency, sustainability).

• Destination Marketing – Social-ready visual system (colorful packs, living roof, architectural details), monthly content prompts, and community tastings.

• Launch & Expansion PR – Rohnert Park flagship followed by SFO (Harvey Milk T1, B Gates) with tailored media kits, wayfinding, and traveler offers.

• Partnerships & Access – Maps/apps updates, airport-retail coordination, and on-site signage to convert dwell time into trial and repeat.

Results

• Demand: Double-digit same-store sales growth in the first half post-launch; average drive-thru times under five minutes.

• Awareness: National press including Forbes and SFO’s official channels, plus top-tier lifestyle outlets; 100K+ aggregate UGC interactions.

• SFO: Top-quartile conversion within Terminal 1 peers; strong repeat among travelers with <60-minute dwell time.

• Community: Robust creator participation and organic posts; restaurant design routinely photographed and shared.