it’s a vibe
Hawaiian Bros is a QSR out of Kansas City, MO, that brings a taste of the islands to mainlanders through their Hawaiian-inspired Plate Lunches. When they started in 2018, they built their brand on the promise of “spreading positivity through the Aloha Spirit.” But then in 2020 the world shut down and there was only one thing spreading around. We came on board that year (what can we say, we love a challenge) and our positioning delivered on providing people a chance to experience something new. And to share a feeling of togetherness in a time when that wasn’t happening.
So, we came up with the idea of, “it’s a vibe.” It was a feeling people got every time they ordered our food and eventually, every time they came into our stores. As the world reopened and high inflation became reality, we refocused our positioning to be about delicious food and good value as a way of still delivering the Aloha Spirit.
Spreading the aloha spirit one store at a time
How do you get an unknown brand with an even lesser known cuisine to break into one of the most competitive categories? How do you market “Hawaiian-inspired” food to people who probably only know Hawaiian food in the context of a Hawaiian pizza? With a good strategy and a lot of planning.
A Little Aloha Spirit
Case Study
As the economy and consumer spending habits changed, so did our positioning strategy – by shifting focus from experience and moving toward the value HBros delivers.
Build Your Own Bowl Campaign
Sliders Campaign
Wraps Campaign
