Background: 98 Hawaiian Grill is a new quick-serve restaurant concept specializing in authentic Polynesian cuisine, using fresh proteins, vegetables, and grains. I am proudly working with founder Esera Tuaolo with the goal is to create a scalable brand that appeals to health-conscious consumers while maintaining cultural authenticity. Esera sought out the assistance of a Fractional CMO to develop and execute a growth strategy from scratch.
Branding & Digital Presence
- Industry Analysis – Conduct market research on quick-serve restaurant trends, competitive landscape, and target demographics.
- Brand Differentiation – Develop a unique value proposition emphasizing fresh ingredients, cultural authenticity, and convenience.
- Brand Identity Creation – Develop a compelling brand name, logo, and visual identity that resonates with the target audience.
- Social Media & Content Strategy – Establish social media channels (Instagram, TikTok, Facebook) with engaging content, including behind-the-scenes footage, customer testimonials, and influencer collaborations.
- Community Engagement – Partner with local influencers, Hawaiian cultural groups, and fitness communities to build brand awareness.
- Pre-Launch Campaign – Execute a teaser campaign with giveaways, pop-up tastings, and email list building.
- Soft Launch & Feedback Loop – Conduct a soft opening with limited hours to test operations and gather customer feedback for refinement.
- Loyalty & CRM Programs – Implement a customer loyalty program and gather data to personalize marketing efforts.
Scaling & Growth Strategy
- Advertising & Performance Marketing – Launch paid ad campaigns (Google Ads, Meta Ads) optimized for local targeting.
- Partnerships & B2B Outreach – Explore catering partnerships with local businesses, gyms, and events to increase revenue streams.
- Operational Efficiency Optimization – Implement technology for POS, kitchen automation, and delivery integrations.
- Franchise & Expansion Planning – Develop a playbook for potential franchising or multi-location expansion.
- Ongoing Customer Engagement – Continue evolving the brand with seasonal menu items, community events, and brand storytelling.
Building a Repeatable Model for Multi-Unit Expansion: To ensure long-term scalability, the restaurant focused on developing a repeatable model that could be easily replicated for multi-unit expansion or franchising. This included refining standard operating procedures (SOPs), optimizing supply chain logistics, and implementing training programs that maintain quality and consistency across locations. By leveraging data-driven insights and automation, the brand positioned itself for sustainable growth, with clear frameworks for future franchisees or corporate-owned locations to follow.
A Fractional CMO approach ensured a lean yet strategic launch, leveraging growth marketing tactics to position 98 Hawaiian Grill for long-term success. By combining market insights, branding expertise, and digital strategy with operational execution, the restaurant was able to establish itself as a standout player in the quick-serve industry.
Stay tuned for updates on this project as the business progresses.
