To its enormous constituency in the Northern Virginia suburbs of Washington, DC, Great American Restaurants, a group of high-quality, unpretentious, and reasonably-priced casual dining brands, has consistently been strong. The challenge was to capture this powerful brand essence so as to build on its strengths and extend its stylish appeal outside of its core - to bring the brand experience to life and sustain it. Knowing that traditional advertising smacks of lower-quality formulaic chains, it was important to communicate in a "non-advertising" way, building on the customer insight that the restaurants serve as a feel-good destination in their lives. if they're not at home or work, they considered them the best place to be.

Great American Restaurants continues to grow its brands but now incorporates insights to create more effective recruiting and outreach beyond the loyalists they've always served.