Brand Growth In Uncertain Times in Fast Casual with Wow Bao and Fat Brands

Geoff Alexander and Andrew Wiederhorn

In this podcast, we sit down with two leaders who are breaking the mold of how to grow brands - Wow Bao exploding in virtual brands and Fat Brands growing in multi-concept. We pick the brains of Geoff Alexander and Andrew Wiederhorn.

Wow Bao is a fast-casual brand that specializes in steamed buns. The company was founded in 2003 and has grown to over 500 locations in the United States and continues to grow the new model of virtual brand development with unused capacity of various restaurant concepts.

Wow Bao has implemented several initiatives to drive digital and virtual brand growth. These initiatives include:

  • Expanding the brand's digital presence: Wow Bao has invested in its website and mobile app, making it easy for customers to order and pay for food online. The company has also expanded its presence on social media and third-party delivery platforms.

  • Launching virtual brands: Wow Bao has launched a number of virtual brands, such as Wow Bao Kids and Wow Bao Express. This allows the company to offer customers a wider variety of options and to reach new markets.

The digital and virtual brand growth of Wow Bao has been impressive. In 2022, the company's digital sales increased by over 100%. Wow Bao is now one of the top virtual restaurant brands in the United States.

Fat Brands Inc. is a leading global restaurant franchise company with a portfolio of over 3,200 restaurants in more than 30 countries. The company owns and franchises a variety of restaurant brands, including Fatburger, Marble Slab Creamery, Johnny Rockets, Hurricane Grill & Wings, and Ponderosa Steakhouse.

Fat Brands has been able to reach a number of demographics by offering a variety of food options at a variety of price points. The company's brands appeal to a wide range of customers, from families to young adults to seniors.

Here are some of the reasons why Fat Brands has been able to reach several demographics:

  • Variety of food options: Fat Brands offers a variety of food options, from classic burgers and fries to salads and wraps. This allows the company to appeal to a wide range of customers with different dietary needs and preferences.

  • Variety of price points: Fat Brands offers a variety of price points, from budget-friendly to upscale. This allows the company to appeal to customers with different budgets.

  • Strong brand recognition: Fat Brands has a number of well-known and respected brands. This helps to attract customers who are looking for a familiar and trusted dining experience.

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