99 Restaurants

Good Fellas

The Ask

“How can we differentiate 99 Restaurants in a competitive casual dining market by tapping into customer loyalty?”

— 99 Restaurants Marketing

Insight

Diners value authentic, family-like experiences and community connections over generic chains.

Idea

Complete assessment of the industry and discovery of the mindsets of diners to shape a fully differentiated value proposition. We created the “Good Fellas” campaign celebrating loyal customers as “family” with exclusive perks, storytelling, and community events.

Impact

Boosted customer retention and visit frequency, leading to measurable sales growth across locations.

More work