THE SITUATION: Once the darling of the fast casual Mexican category, Baja Fresh lost its way with a series of executive changes and a focus by new owner Wendy’s to operate it by their model. Sales were down by double digits, franchisees were hostile and the core male audience were being lured away by Chipotle and Taco Bell value meals.
THE PROGRAM: The brand still resonated with women (and Mom) as a better eating alternative. We decided to emphasized fresh high-quality food, and the clean, bright (but not feminine) environments.
We brought sales declines to the low single digits, and even positive with a Mia Hamm promotion.