Airways suspected healthy eaters would love their natural smoke taste, and needed a bold Campaign to introduce themselves, and disrupt, a new market.
Airways’ prime audience tended to be more mature, and enjoyed the nostalgia of a old-school charcoal grilled burger joint. The issue became as their prime audience ages out of the consumer market, they needed to find a way to shake things up and appeal to a younger generation, or like the airplanes in their lobby, be a relic of the past.
They came to Okigwe to rejuvenate their brand and ensure that their glory days wouldn’t remain in the past, but they’d still be able to compete in a tough DFW restaurant scene for decades to come.
The current owner of Airways, the grandchild of the original founder, knew that they couldn’t survive without shaking things up. They came to us initially for revenue strategy, and after undergoing a comprehensive market analysis, our strategy consulting team saw ripe opportunity at offering natural charcoal grilled smoke-flavor with the newest rave in town: healthy eateries.
Taking advantage of their location a quarter mile down from a Whole Foods, we helped Airways launch this new product to locals to resounding success (572% revenue spike the next quarter). Now they’re considering more healthy alternatives to give the market more of what they want.
One of the hardest things for business owners to do is admit they need help, especially given that the core of every business is driving revenue. Airways had been doing well for generations, but began struggling before Covid-19 and took massive hits to their revenue generating capabilities after. In came Okigwe, and we were able to review their market positioning with a fresh pair of lens from tried and tested marketers who know how to empathize with their current, and prospective, audiences.