How a Franchise-Focused Agency Became AOR for a Growing Casual Dining Chain
| Client Type | Full-Service Franchise Marketing Agency |
| Win | Agency of Record, ~$900K Budget, Wings Etc. Grill & Pub |
| Verticals Served | Restaurant, Franchise, Food & Beverage, Healthcare, Education, Financial Services |
The Challenge: Franchise Expertise That Wasn’t Reaching the Right Brands
This Indiana-based agency had built something genuinely rare in the Midwest advertising landscape: deep, hands-on franchise marketing expertise backed by a certified Women’s Business Enterprise track record and a portfolio that included some of the most recognizable names in fast-casual, food service, and multi-unit retail.
They understood the specific dynamics of franchise marketing: the tension between brand consistency and local relevance, the economics of co-op advertising, the challenge of motivating franchisees who have skin in the game but varying levels of marketing sophistication.
That kind of earned expertise doesn’t automatically translate into new business.
The agency’s growth had come through relationships, referrals, and word of mouth, and getting in front of franchise brands that were actively evaluating agency partners required a level of consistent, targeted outreach that wasn’t happening alongside full client workloads.
They needed a program that could get their capabilities in front of the right decision-makers at franchise and restaurant brands on a regular, predictable basis.
Why Outsourced New Business Made Sense
The marketing directors and brand leaders at franchise brands evaluating a new agency want to see relevant experience, understand how an agency thinks, and build some level of familiarity before they’re willing to have a serious conversation.
That process takes time and multiple touchpoints, more than most agency teams can sustain on top of existing client responsibilities.
RSW/US assigned a dedicated New Business Director to work on the agency’s behalf, reaching franchise and restaurant brand decision-makers through phone, email, LinkedIn, and direct mail.
The messaging was built around the specific challenges those teams face: maintaining brand standards across locations, driving customer counts in competitive local markets, and finding an agency partner who actually understands the franchise model from the inside out.
How RSW/US Built the Program
The kick-off focused on what made this agency’s franchise experience genuinely credible.
Not just a list of restaurant logos, but its proven ability to navigate the complexity of multi-unit marketing, develop campaigns that worked at both the national and local level, and understand the unique pressures facing franchise marketing teams who are accountable to both corporate and franchisee stakeholders at the same time.
That story gave the New Business Director something specific and compelling to bring to market.
RSW/US built a targeted prospect list focused on casual dining, fast-casual, and multi-unit restaurant brands where the agency’s expertise was a direct fit.
Outreach was designed to speak to the real challenges those marketing teams were working through, whether it was building brand awareness in new markets, improving franchisee engagement with marketing programs, or finding a strategic partner who could both think and execute.
Wings Etc. Grill & Pub was identified as a strong target.
Founded in 1994 and built around award-winning jumbo buffalo wings, 22 signature sauces, and a genuine sports bar experience, Wings Etc. was a regional franchise with real brand equity and real growth ambitions.
The RSW/US New Business Director got in front of the right people, built the relationship, and positioned the agency to compete for the AOR assignment.
The Result: AOR Status with Wings Etc., $900K Budget
The agency was named Agency of Record for Wings Etc. Grill & Pub, with a total budget of approximately $900K.
It was a huge win on every level: a recognized franchise brand, a substantial budget, and an AOR relationship that put the agency in the driver’s seat rather than on a project-by-project basis.
The kicker? Wings Etc. was practically around the corner, the agency and the brand were in the same market.
But geographic proximity doesn’t close deals, sustained, professional outreach does.
RSW/US made the introduction that turned a neighbor into a client.
Learn more about Wings Etc. Grill & Pub.
Ready to Turn Your Agency’s Expertise Into a Stronger Pipeline?
If your agency has deep sector knowledge and the work to prove it, RSW/US can help you get in front of the brands that need what you do. We build the program, generate the right meetings, and help move opportunities forward.
Want to see exactly what’s included in a full program? Explore Our Offerings
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