Breaking into a crowded category with a uniquely branded, localized and scalable store design and positioning

Aspiring to become the destination burger joint of the Upper Midwest, single-store brand MyBurger was looking for an energizing vibe to fuel an ambitious growth goal. The competition? Established local restaurants and emerging leaders like Five Guys Burgers and Smashburger. MyBurger tapped Fame to craft a sustainable localized strategy that would get them noticed.

Armed with valuable feedback from zealots, Fame captured the brand essence and created a new identity and environment to tempt consumers in the crowded fast-casual category. Handling details from ‘to-go’ boxes to custom wall art, Fame gave MyBurger a uniquely ownable new voice and exceptionally memorable customer experience.


  • 2015 total sales were up 30%
  • 2015 same store sales up 9.4%
  • System-wide net revenue increased 30% from 2013 to 2014

Putting a new spin on a behind
the scenes brand

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