case study

Snarf’s Sandwiches

20+ year old sandwich icon prepares for market expansion

Challenge

In more than 20 years delighting sandwich lovers across Colorado, as well as St Louis, Chicago and Austin, Snarf’s Sandwiches had never formally developed their brand identity. They’d always relied on founder Jimmy Seidel’s vision and direction to hold the culture of the company. Jimmy’s passion was strong, but the lack of a structured brand plan meant that Jimmy had to consistently hold and model the brand to impart it to the hundreds of staff members across all the markets.

Results

With Snarf’s newly minted brand bible, the leadership team was able to easily recognize opportunities for embedding the culture of Snarf’s and brand training into foundational operations, including hiring and on-boarding, ensuring that all employees received a full indoctrination into Snarf’s contagious culture from the start. Operationalizing the brand took the pressure off of founder Jimmy to answer all of the questions, and empowered every Snarf’s staff member to become a keeper of the culture. The brand structure gave the team a vetting process that allowed team members to weed out the myriad of opportunities that are not a natural fit with the brand, and instead select opportunities that perpetuate the brand experience at every level of the organization and customer touch point.

Solution

ROOT executed a deep dive into the Snarf’s brand, culture, community, and story. Through competitive research, consumer research, and an immersion in the Snarf’s culture, ROOT developed a comprehensive brand foundation and master brand plan to ensure the Snarf’s brand core was clear, vibrant, contagious and designed to be all-pervasive in the company’s culture, policies, and actions, as they continue to carry out their mission to deliver “the best damn sandwich”.

In Their Own Words:

“Our experience with ROOT was a game changer for Snarf’s. We sought their assistance in developing an updated identity to our brand. Through our work with ROOT our brand was renewed both internally and externally as we moved our brand identity from a lifestyle brand to one of “Love and Premium Quality”. Their work has inspired our Marketing Team to develop campaigns with continuity that inspire our Team members and create consumer excitement for our “Ridiculously Good” sandwiches. The impact on our business from the work performed by Kuvy, Kristine and Sarah will be felt for many years to come. ROOT rocks!”

Jimmy Seidel, Founder, Snarf’s Sandwiches

Challenge

In more than 20 years delighting sandwich lovers across Colorado, as well as St Louis, Chicago and Austin, Snarf’s Sandwiches had never formally developed their brand identity. They’d always relied on founder Jimmy Seidel’s vision and direction to hold the culture of the company. Jimmy’s passion was strong, but the lack of a structured brand plan meant that Jimmy had to consistently hold and model the brand to impart it to the hundreds of staff members across all the markets.

Solution

ROOT executed a deep dive into the Snarf’s brand, culture, community, and story. Through competitive research, consumer research, and an immersion in the Snarf’s culture, ROOT developed a comprehensive brand foundation and master brand plan to ensure the Snarf’s brand core was clear, vibrant, contagious and designed to be all-pervasive in the company’s culture, policies, and actions, as they continue to carry out their mission to deliver “the best damn sandwich”.

Results

With Snarf’s newly minted brand bible, the leadership team was able to easily recognize opportunities for embedding the culture of Snarf’s and brand training into foundational operations, including hiring and on-boarding, ensuring that all employees received a full indoctrination into Snarf’s contagious culture from the start. Operationalizing the brand took the pressure off of founder Jimmy to answer all of the questions, and empowered every Snarf’s staff member to become a keeper of the culture. The brand structure gave the team a vetting process that allowed team members to weed out the myriad of opportunities that are not a natural fit with the brand, and instead select opportunities that perpetuate the brand experience at every level of the organization and customer touch point.

In Their Own Words:

“Our experience with ROOT was a game changer for Snarf’s. We sought their assistance in developing an updated identity to our brand. Through our work with ROOT our brand was renewed both internally and externally as we moved our brand identity from a lifestyle brand to one of “Love and Premium Quality”. Their work has inspired our Marketing Team to develop campaigns with continuity that inspire our Team members and create consumer excitement for our “Ridiculously Good” sandwiches. The impact on our business from the work performed by Kuvy, Kristine and Sarah will be felt for many years to come. ROOT rocks!”

Jimmy Seidel, Founder, Snarf’s Sandwiches

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