Charleys Philly Steaks Case Study
The Who
Charleys Philly Steaks is a well-known fast-casual franchise that specializes in Philly-style cheesesteaks. Founded in 1986 by Charley Shin, an Ohio State University student at the time, the brand has grown from a single campus location to a global franchise nearing 1,000 locations. Charleys has built a reputation on serving made-to-order cheesesteaks using premium ingredients, including USDA choice steak, all-white meat chicken, and fresh vegetables.
Charleys’ growth stems from an adaptable business model, which has thrived in diverse locations. In addition to their impressive brand recognition, Charleys provides comprehensive training programs, ongoing operational support, and cutting-edge marketing strategies to help franchisees reach their goals. Charleys is not only the leader in the cheesesteak segment of the quick-service restaurant industry, but often considered a top franchise in the overall QSR segment.
The Why
When Charleys first approached Brand J, they were on the verge of accelerated growth. The brand had already proven its concept with a solid foundation of over 600 successful locations, but they were hungry for more. Charleys had the recipes, the operations, and the passion down to a science, but they needed that extra boost to catapult them into the big leagues. They were like a star athlete ready to go pro – all the talent was there, they just needed the right coach to help them make the leap.
That’s where Brand J came into the picture. Charleys recognized that to achieve their ambitious growth goals, they needed a marketing partner who could match their energy and vision. They were looking for more than just lead generation, they needed a comprehensive strategy to amplify their brand voice, attract high-quality franchisees, and create a buzz that would resonate across the franchise industry. Charleys was ready to sizzle, and they turned to Brand J to help them turn up the heat on their franchise growth plans.
The How
When Charleys Philly Steaks franchise first contacted Brand J, sustained and well-organized growth was already in place. They had defined their brand, their business model, their support system, and started on the path to creating a popular, nationally known QSR franchise brand. What Charleys wanted was a clear and direct path to advertise the opportunity. We started our efforts with a content rich, search engine optimized, visually engaging franchise development website, with the goal of developing a web user into a qualified lead by telling the story behind the brand. With this foundation established, our team set off designing and testing ads, writing ongoing content with an emphasis on SEO, and meeting with the Charleys team to discuss and carry through with as needed changes to their website.
