Building Consistency for Growth: The Toast Case Study

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We repositioned The Toast as “Your Quick Recharge Station” - a brand that feels welcoming yet drives fast table turnover, giving them the consistency and confidence to scale through franchising.

The Challenge
The Toast was expanding quickly, but every outlet told a different story. Menus varied, interiors looked mismatched, and the brand experience wasn’t aligned. This inconsistency made franchising risky and slowed growth. At the same time, they needed to strike a balance: keep the warmth of a neighborhood café, but avoid having tables tied up by all-day lingerers.

The Strategy

• We anchored the brand around one clear DNA: “Your Quick Recharge Station.”
• Inspired by the efficiency of Chinese quick-service brands
• Balanced welcoming warmth with efficient table turnover
• Gave customers a clear brand promise and franchisees a structured identity