Biscuit Belly is the Louisville born and baked franchise taking the breakfast segment by the batter. The new franchise is making chef-driven culinary creations available in a fast-casual meets dine-in format that doesn’t sacrifice quality for speed. Each location is outfitted in bold, mood-boosting colors, serving as the perfect backdrop for an Instagrammable foodie experience. Biscuit Belly already had a craveable product, an in-demand concept and impactful branding, but they needed help letting multi-unit franchise owners know they’re ready for expansion.
New to the franchising scene, Biscuit Belly was ready to make a huge splash in the marketplace. Boasting a proven concept backed by a superstar team, Biscuit Belly knows what it takes to build the hottest brunch spot in town. Now, they needed to attract qualified restaurateurs with the experience and vision to take Biscuit Belly nationwide. That’s where Wheat comes in.
Since Biscuit Belly is the fresh fast-casual franchise on the block, we first needed to develop a foundation upon which to build a multi-faceted lead generation strategy. A single-page website featuring top-level information experienced franchisees want to know serves as the opportunity’s digital home base. Targeted search engine and social advertising lead to a specific landing page where candidates can enter the sales funnel. We’ve generated some serious buzz, and after spending countless hours scrolling through their food photography, we can’t wait to see a Biscuit Belly pop up in our city.
The Lead Generation
Sure, we could have directed PPC leads to the website, but experience has taught us dedicated landing pages yield better results. Balancing Biscuit Belly’s bold personality with the professionalism needed to capture experienced franchisees, we give candidates a snapshot of the opportunity’s most compelling benefits. A clear call-to-action prompts potential franchisees to take the next step and request information.
Biscuit Belly has seen a huge uptick in web traffic and leads funneling into their system thanks to their highly developed web presence. Their franchise marketing collateral is representative of their fun-loving brand while showing franchisees that they’re not playing around when it comes to the quality of their concept.
“We have absolutely loved working with Wheat Creative. They have developed a variety of pieces for us—from our franchising website to the e-brochure, ads and sales decks. They have captured the essence of our brand and allowed us to dive into the franchising game with the look and feel of an established franchisor right from the get-go. Potential franchisees often comment that the work that has been done is stunning. Also, their team has been a blast to work with as they have guided us through this process.”
Director of Franchise Sales & Development