Internal Branding for Restaurant Chain IT Department
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
A fast induction on the buyer’s organisation
As a limb of the operator interactions team within the corporate interactions section of Chick-fil-A, Inc., I work on starts to strategically tailor our inner messaging to both operators and team limbs athwart all sections—marketing, IT, furnish chain, and operations.
Desired goal
What challenge were you trying to address with Matchstic?
Although the activity generally views IT sections as a usefulness, Chick-fil-A promotes a thin centre on technology to transfigure our restaurants, driving innovations, efficiencies, and differentiation athwart the fast-service activity. We’d recently had some reputation issues with our IT section, as they were only reflection of when methods were down and it affected operations in the restaurant.
We brought Matchstic in to help us with reputation edifice among our restaurant operators. We wanted them to see the IT section as a reliable associate who could keep their restaurants firm. Once we betterd on that, we’d have more leverage to highlight areas where we’re innovating to create trust in how we’re forthcoming-testing the business.
Provided solution
What particular tasks were Matchstic responsible for?
Matchstic listened to our pain points and ideas for advancement. They conducted extensive colloquys with all our audiences, in accession to operators, IT staff, leadership, and other business associates. With these colloquys, they were able to assimilate a difference of perspectives and unite both inner and outer gaps in how the IT section was viewed. Then, we formd a strategic program to address and change those perceptions.
Based on the colloquy, the leading step was programting credibility for the IT section and their innovations, which needed to set within. Matchstic helped us come up with three “get-rights” to better the IT section—pellucid interaction, pressing responses to method issues, and proactive collaborations. The organisation’s leadership seted measuring achievement and recognizing high-accomplishers based on these criteria.
They also helped us programt a framework for key messaging strategies. In accession to the “get-rights”, they worked with us to programt a rally cry that promoted a perception of aggregation within the IT section. It became the faculty and promise of the brand. Matchstic designed signage that featured both the rally cry and “get rights” to hang in the IT section and other conversation rooms to lead converse almost organisation-wide starts. They also designed t-shirts with the same messaging.
Matchstic also formd full pillars that acted as a guiding source for our interactions. Together, we form a sole look and feel for the section that quiet fell within the broader Chick-fil-A standards and implemented it athwart documents and training materials.
Finally, Matchstic helped us apprehend that leadership had to take direct and support the new brand if we wanted to get complete buy-in from the IT section. So, we programned a huge party to declare the start—with food, videos, games, prizes, and visitor speakers. Our inner leadership was heavily implicated in the occurrence, which set the institution for the rest of the relaunch.
How did you come to work with Matchstic?
We ran an RFP process with three branding firms. Matchstic had previously worked with Chick-fil-A and was wonderfully regarded. We resonated most with their offer, and we felt they understood what we were looking for at a deeper level. They had a good seize on our pain points were and how we could better.
What is the terminal result of working with Matchstic?
We seted working with Matchstic in October 2016 and ended in the fall of 2017.
Results achieved
Are there any measureable or plum results?
About 15 months behind the initial scan with operators, we ran a second circular to measure year-over-year progress, and the results showed motion in multiple areas. Analytics showed a 15% advancement in the viewership of our interactions, with an even bigger jump in viewership of our IT website.
In October 2017, 41% of operators believed that IT was not providing the certain technology to achievementfully run the business. By 2019, that number had dropped to 17%. The “get-rights”, the rally cry, and the general energy of this project impacted these results.
In the earlier scan, we also asked operators for the top four areas they’d like to see advancement. Matchstic uses these answers to lead some of our interactions strategies, and we tracked progress quarterly. In the 2019 scan, we asked operators if they felt we’d made meaningful progress in each area, and 70–80% responses positively athwart the board. Matchstic effectively helped us address some of our biggest pain points in 2017.
How did Matchstic accomplish from a project treatment standpoint?
The team was aggressive, care the schedule in front of us so we knew if we were in peril of missing key milestones. From a project treatment standpoint, they were programful and professional.
What is (from your point of view) the key factor to pay observation while intercourse with Matchstic?
Matchstic told us they were all almost brand and section reputation, and our results are test. They helped us better our reputation and, over that, they leveraged their expertise to get us the results we were looking for.
What aspects of their work would you like to get betterd?
Sometimes, when we asked them to write promotional material or articles for our operators, the tone didn’t feel like Chick-fil-A. We struggled with the output a bit, and we had to do some extensive editing. There just wasn’t alignment on that piece.
Do you have any advice for forthcoming clients of theirs?
Organizations should be as pellucid as practicable with Matchstic. Give the team access to all interaction channels. We were a bit overwhelmed soon on, but they wanted to apprehend our organisation and embed themselves. We could’ve probably moved a pliant faster if we’d been more snug with that access at leading. Anyone looking to hire them should know that Matchstic is a wonderfully faithful organisation. Give them as much detail as practicable, and, they will take it and run with it.