Despite 93% brand awareness in penetrated markets, people still thought of Bruegger’s as a “bagels only” place. So, how do you change consumer perceptions in over 280 Bruegger’s throughout the U.S. with zero media dollars? (Gulp.)

Let’s create a personality around “authentic,” and show how new menu items live up to their world-famous bagels. Let’s create promotional events, POS campaigns, new products like the bagel “soup” bowl, and new package designs that demonstrate just how anal Bruegger’s is about quality. (Ok, maybe not the best description when dealing with food.)

Breakfast and lunch day-part revenues became more balanced at approximately 45% each. Comp sales increased for 17 consecutive periods. And Bruegger’s is once again a brand on the rise. (Pardon the pun.)