What's Happening?
The Habit Burger Grill, a fast-casual restaurant chain based in California, has selected Exverus Media as its U.S. media agency of record. This decision follows a competitive review process involving six agencies, which was narrowed down to four finalists. The Habit Burger Grill, owned by Yum! Brands, aims to expand its market presence beyond California, where it currently operates two-thirds of its 380 locations. The chain previously worked with Connect, a Publicis Groupe media agency, for about a year before initiating the review. Exverus Media was introduced to The Habit by its creative agency of record, Barrett Hofherr, during the review process. The partnership is expected to focus on building cultural relevance and tailoring media strategies to local markets.
Why It's Important?
The appointment of Exverus Media is significant for The Habit Burger Grill as it seeks to enhance brand awareness and expand its footprint in new markets. With same-store sales declining by 4% in the second quarter and revenues dipping slightly, the chain is under pressure to improve its business performance. Exverus Media's local targeting capabilities are expected to help The Habit Burger Grill address awareness challenges outside California while maintaining brand recognition within the state. This strategic move could potentially lead to increased consumer engagement and improved sales figures, benefiting Yum! Brands' overall portfolio.
What's Next?
The first campaign from the partnership is set to launch next week, featuring an out-of-home placement near In-N-Out's LAX drive-thru. This campaign will playfully reference In-N-Out's drop in USA Today's 10Best ranking. A larger strategic rollout is planned for 2026, which will likely involve more comprehensive media strategies to bolster The Habit Burger Grill's market presence. As Exverus Media was recently acquired by Brainlabs, the collaboration may also leverage expanded media buying capabilities, offering The Habit Burger Grill a more robust approach to its marketing efforts.
Beyond the Headlines
The partnership between The Habit Burger Grill and Exverus Media highlights the growing importance of localized marketing strategies in the fast-casual dining industry. By focusing on cultural relevance and local market dynamics, The Habit aims to differentiate itself from competitors and foster deeper connections with consumers. This approach reflects broader industry trends where brands are increasingly tailoring their marketing efforts to resonate with specific regional audiences, potentially leading to more personalized consumer experiences and brand loyalty.
