The Sbarro brand was struggling to define itself outside of the mall. They came to Kickdrum with a big assignment: Better define their brand voice in the context of their heritage, and inform their operational plan to expand past the mall.
We developed a voice that went beyond New York City stereotypes, and built on Sbarro’s old-school origins in Bensonhurst positioning them as a declarative, opinionated brand tailor-made for social media engagement.
To create an expansion strategy, we talked to customers about their experiences with the brand with a focus on how we could leverage that equity in the super-competitive pizza category. In parallel, we mapped out the category and relevant trends to identify a space where Sbarro could win. The result was far different than what Sbarro expected — in a good way.