L&L HAWAIIAN BARBECUE
YOUR HAWAII HOME AWAY FROM HOME
Created in 1976 in a small shop in Lilha, L&L Hawaiian Barbecue has grown to nearly 200 restaurants located in Hawaii, the mainland U.S., Guam, Indonesia, Malaysia, Philippines, China and Japan. In the early years, L&L built a reputation for serving fresh plate lunches throughout the Hawaiian Islands. Since introducing the signature Asian and American fusion take on the classic plate lunch to the residents of California in 1999 the concept has found fans around the world. Every L&L meal is infused with the warmth of aloha – the legendary spirit of welcome that makes every guest feel at home.
Wall-to-Wall Studios was hired to help L&L build the brand through enhanced awareness and improving consistency of delivery at all touch-points. In the initial project phase, W|W conducted a comprehensive brand audit that involved interviews with franchisees, site visits, secret shopping, competitive research and reviews from which positioning and tactical recommendations were developed. As is seen in several of the redesigned customer experiences (website, menus, advertising), W|W has helped implement a clearly defined L&L brand (promise, story, look and voice), has elevated the important Hawaii cultural connection and has introduced an educational component for those not familiar with a plate lunch, “the state food of Hawaii.”