A Strong Brand Can Transcend Channel Boundaries

Amy’s Kitchen steps out of the grocery store aisles with Organic Fast Food! Like, the drive-thru kind.

Yes, you read that right. The #1 organic brand in the grocery store has opened its first quick serve restaurant and lines are out the door. “Amy’s Drive Thru is returning to the roots of American fast food, serving lovingly handcrafted food to nourish hard-working citizens, busy families and road-weary travellers.”  says their new web site.

The (currently) sole Amy’s Drive Thru restaurant is located in Rohnert Park, CA. Since opening in July, local news reports that wait times are up to 20 minutes at both the counter and drive thru. And, all for good reason:

  • All items can be ordered as vegan or gluten-free, and the menu is peanut- and egg-free
  • All ingredients are non-GMO and over 95 percent of the products are organic
  • The majority of the ingredients are locally sourced

Exactly what the brand has worked so hard to be known for.

To further prove its commitment to sustainability, Amy’s grows produce on its roof-top garden. Yes, on top of the restaurant — an on-site water tower collects rain and re-routes water to the roof-top garden.

Amy’s has worked hard to become the “like no other” food brand they are. And now, Amy’s is like no other fast-food restaurant. Not only is the food quality through the roof,  but they have successfully started in a place where the other fast food giants are scrambling to get to — the healthy food arena.

Can you recall any other QSR being this on-trend?? Thumbs up Amy’s! THAT’S the power of a BRAND!

This entry was posted in Branding, Fast Food, Health Marketing, Marketing Tactics, Travel, Hospitality, Restaurants. Bookmark the permalink.

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