Raising Cane's Adds Dazzle (and Fries) to its Footprint on Times Square

Raising Cane’s Adds Dazzle (and Fries) to its Footprint on Times Square

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Times Square in New York City is known as the “Crossroads of the World.” And MULO (multi-location) brand Raising Cane’s is known for its chicken finger meals and sauces.

The Texas-based brand hired a local New York (Brooklyn-based) creative agency called Wellcom to create “show-stopping decor” for this 8,000 SF restaurant chain’s location. This restaurant is the first one in New York City. Raising Cane’s currently has 740 restaurants across 36 states.

Fans are known as “Caniacs,” and the New York location will expose a whole new population of locals and tourists to the brand.

Like most MULO businesses, retaining the brand look and feel was critically important, but the brand managers were open to adding features that captured the New York spirit and could help in their marketing efforts. The location is within the Paramount building, which is rich in old movie history.  But the design needed to incorporate new features and technologies that today’s diner has come to expect.

Some of the brand design mandatories required that all fabrication be done locally by New York City artisans. The agency needed to emphasize that the restaurant is their global flagship and that the look of the food was critically important. The plan also needed to take into consideration three seasonal window changeovers.

Raising Cane's Fry Wall

Wellcom rose to that challenge with:

  • An interactive “french fry wall” (ideal for Instagram moments and other social media posts).
  • A multi-dimensional skyline mural around the dining room.
  • The whimsical “Caniac Corner,” where diners can recline in a replica of the Cane’s Box Combo (a favorite among diners).
  • An urban-ish feel inspired by graffiti.

Technology was used in the creation and execution of the French fry wall, which is highly dynamic and immersive. Moreover, because it’s electronic, it can be easily updated and changed based on seasons, menu items, or other marketing ideas.

MULO brands have frequently incorporated regional differences in their menu items. But now, we’re seeing more established global brands mixing up their local footprints to speak directly to consumers at unique regional locations. They rely on creative agencies that understand the power of brand consistency but can bring local touches to new high-potential geographies.

The fact that crowds waited in line for hours to see the new location, eat chicken fingers, and pick up branded merch is a solid indication that this creative bet is paying off!

Nancy A Shenker, senior editor with Street Fight, is a former big brand (Citibank, Mastercard, Reed Exhibitions) marketing strategist and leader. She has been featured in Inc.com, the New York Times and Forbes.