The first step toward achieving those objectives was research.A handmade sign hands on the wall of the Wilmington Foster’s Freeze on Sunday, Oct. With a great brand design and guidance, we are able to pull the brand message together and align the future direction of the chain.” Sanjay Patel, CEO of Fosters Freeze, says, “Over the 70 years of Fosters Freeze’s existence, the brand image and operations haven’t been consistent. Engaging with its franchisees around the brand revitalisation was an opportunity for the new owner to show its commitment to the brand and its improvement. Fosters Freeze LLC, which purchased the brand in 2015, is the latest in a slew of franchisors. But the other challenge dealt with the Fosters Freeze business model. The consumer challenge required a reexamination of the menu, customer experience, takeaway packaging, brand positioning and marketing.
They remembered it with a golden halo around it, rather than seeing it as it actually was.” Despite some of the locations being somewhat run-down, Einzig says, “People, even people that didn’t go there, had a very fond connection with the brand. “There was a sense of nostalgia that was really powerful,” says Dan Einzig, Mystery’s founder and CEO. But, the challenge lay in building on the nostalgia and brand heritage inherent with Fosters Freeze, but declaring it as a modern brand that caters to the California of the 2010s, not the 1940s. Mystery found that generations of Californians had been part of the Fosters Freeze family and had nostalgia for the brand, despite its flagging fortunes of late. But, with 85 of its original sites still going strong in California, the brand’s new owner turned to London and Los Angeles-based agency Mystery to reinvigorate the brand. The franchise has changed hands numerous times over the years and, after the emergence of national and international fast food brands, the adoption of vehicle transportation and competition from modern formats, Fosters Freeze declined. But, unable to use the moniker due to conflicting rights, he dubbed his restaurants Fosters Freeze. The entrepreneur had purchased the rights to the Dairy Queen brand in California, intending to help the chain expand in the west. Over 360 locations were opened by Foster by 1950.
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The company’s iconic Googie-style architecture, cool, sky blue roofs and walk-up windows were soon dotted across the state. The first Fosters Freeze set the tone for its subsequent 71 years of operation. He would sling shakes, malts, burgers and fries, and – what would become his signature – soft serve ice cream – to the suburban neighbourhood. In these relatively early days of modern California, a man named George Foster set up shop in the Los Angeles area of Inglewood. California was developing, but was still bereft of national sports teams as it awaited the arrival of baseball clubs from New York – the Dodgers and the Giants – which would relocate in 1957. Native-born Californians would, over the next decade, become the dominant demographic for the first time in the state’s history. Hollywood was booming, but would soon be thrust into a dark age overshadowed by the infamous blacklists stemming from the fear of Communism. Its population was nearing 10 million and it was beginning to find its feet as one of the primary agricultural producers in the country. In 1946, California had been a member of the United States for only 96 years. Brittany Golob reports on the Californian icon With flagging growth and an ageing identity, Fosters Freeze chose to rebrand to capitalise on its heritage, existing brand assets and unique positioning. Talking Brands, a tasting event with Transform magazine.Brand Excellence in the Gulf States: A Middle East Brand Summit Event.2018 Transform Webinar: The art of brand differentiation.2017 Transform conference North America.2016 Transform conference North America.2015 Transform conference North America.Data, design systems and the digital user experience.Making your entry count: Tips and tricks to win at the Transform Awards.
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