Challenge:
Operating in an intensely competitive chicken wing market, the franchise needed to differentiate itself and communicate its unique strengths—an automated, highly efficient operating model, a profit-ready franchise system, and an elevated menu from its competitors. Despite strong unit economics and expansion potential, local awareness varied from market-to-market, limiting initial customer traction. At the same time, the founders needed greater visibility as credible experts to attract multi-unit investors, high-quality franchisees and increased customer loyalty.

Approach:
Marx Layne designed and executed an integrated PR and thought leadership strategy that elevated the founders, increased consumer engagement, and attracted new investors.

The campaign began with national media outreach, securing placements in top business and franchise publications, podcasts, and industry conferences to highlight the founders’ expertise in operational excellence and scalable growth. This positioned the franchise as an innovator within the QSR sector.

To build investor confidence, Marx Layne secured recognition on “top-growing franchise” lists and leveraged those accolades across marketing, franchise development, and investor presentations to reinforce the brand’s credibility and performance.

Each new market launch was supported through localized PR and event-driven activations including TV cooking segments, influencer partnerships, media tastings, and community engagement to generate immediate buzz and drive foot traffic.

Simultaneously, investor-focused campaigns spotlighted multi-unit deals, franchisee success stories, and expansion milestones through coverage in national business and trade outlets, reinforcing the franchise’s scalable and profitable model.

Results:

• Earned national recognition as a top-growing QSR franchise
• Significant increase in investor and franchisee inquiries, leading to multiple multi-unit agreements
• Founders established as industry thought leaders through media interviews, bylined articles, and conference speaking engagements
• Robust local awareness and customer traffic in new markets driven by TV features, influencer partnerships, and press coverage
• A unified brand narrative aligning operational excellence, founder credibility, and consumer engagement for sustained growth

Impact:
This campaign demonstrated how strategic PR and thought leadership can accelerate growth in a crowded QSR category. By integrating investor relations, franchise recruitment, and consumer engagement under one cohesive communications strategy, Marx Layne helped the franchise strengthen its brand equity, attract qualified investors, and expand its footprint across multiple states.

Summary: Marx Layne helped a chicken wing franchise grow by integrating national PR, local market launches, and investor-focused storytelling—driving customer traffic, brand credibility, and multi-unit franchise expansion.