A Success Story Told in Ounces
- Challenge
- Stop being mistaken for low-quality roast beef competitors.
- Solution
- Tout a new menu staple that ends the comparison.
- Results
- A new favorite at a premium price.
Lion’s Choice // The Remix
Challenge
With store visits declining and younger diners largely unaware of what Lion’s Choice even offered, the brand was introducing its first permanent menu item in years into a complicated situation. Internal data showed real menu anxiety: confusion around bread options, size variations, and customization that was invisibly costing sales before anyone ordered.
The new sandwich, made with slow-roasted beef, Swiss cheese and garlic aioli on soft Texas Toast, was exactly the kind of premium move the brand needed. It just had to land cleanly in an environment where the existing menu was already losing people.
Solution
Research confirmed what the sales data suggested: diners were willing to spend more on premium sandwiches, but they needed the path to be obvious. We called the sandwich The Remix, framed it as a modern spin on an iconic, original classic, and built the ordering flow around an “Add an Ounce” upsell that turned protein customization into an active revenue driver.
Cryptic social teasers with glitchy digital textures built speculation before the reveal. The omnichannel campaign (CTV, paid social, local radio) declared our dominance plainly: This ain’t your grandpa’s roast beef sandwich. In-house food and lifestyle photography kept the content engine moving fast across digital ads, email and social without slowing down for production timelines.
Results
-
15x Upsell Lift
“Add an Ounce” protein customization jumped 15x overnight.
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16% of Total Chain Sales in 30 Days
The Remix roared its way onto the menu, becoming an instant new favorite.
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Market-Wide Sales Reversal
Negative sales trends across the St. Louis market turned around with the launch.
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Digital Traffic Up Across the Board
Website sessions climbed 21.7% and total visitors lifted 26.6% during the campaign window.
