Running With The Big Dawgs: How III Inc Opened up Hot Dog Kitchen
Let me tell you a lockdown success story. Last spring, one of III Inc's clients at Recipe Unlimited Corporation came to the team with an idea born from frustration. They just wanted to sit in the sun, at a ballpark, and have a hotdog. Dining rooms were closed, and their kitchens had capacity, so what if they did something different. And that's when Durty Dawgs was born. With a text from a client, a quick chat amongst partners, trust, and three weeks later, III Inc were on aggregators gettin' Dawgs out the door from a ghost kitchen. In that time, the team developed a logo, Dawg names and descriptions, a brand guide, a shoot that would fuel seven months of social content and menus for every aggregator, an ad campaign, PR, merch, heck we even stamped boxes.
Forgiveness is in the brand name, so III Inc embraced imperfection, left in all the clicks and pops, and didn't overthink execution. The team did all this OTT of its existing workload as an agency partner. And because III Inc couldn't take on the responsibility of running a restaurant chain, it did what it does best: bringing a brand to life in tight parameters. Now, 16 locations and over 100K Dawgs later, the brand is set to expand. III Inc rare proud to have raised this puppy, and now the trick is to maintain the brand's character as it goes beyond the back kitchen and into expansion to run with the big Dawgs.
