Upper Crust Food Service
From service provider to strategic partner
Industry
Food Service Management
What We Did
Brand Strategy, Visual Identity, Verbal Identity, Brand Launch, Website Design, Strategic Marketing Partnership
650+
partners nationwide
Operational scale
4
distinct market verticals
Brand advocates
Upper Crust Food Service had built an impressive nationwide operation serving Greek organizations, camps, colleges, and K-12 schools. After multiple acquisitions, their team now spanned all 50 states, and they were fielding negative attacks from competitors.
It was time to take stock of who they were, where they had come from and where they were going. How to articulate the culture they wanted to build? How to reflect who they were vs what they had laid down over ten years ago when they started.
The company recognized they were at a pivotal business moment, ready to articulate their true identity and communicate their distinctive approach to food service management.
Food transforms communities
We began with our comprehensive Brand Being Methodology.
This revealed a company whose purpose went far beyond feeding people—they were changing what it meant to be in the food service industry, for their customers and their employees.
Our process started with a Brand Being Workshop, now hosted in The Bird House. This two-day intensive allowed for total focus and synergy from the Upper Crust leadership team.
The workshop focused on Brand Heart (vision/purpose/values) and Brand Positioning (brand advocate/point of difference/value proposition). Once the workshop was completed, we then moved to Brand Personality — bringing the foundational discovery work to life.
Vision:
To build a world where our employees' and our partners' lives are transformed through hospitality.
Purpose:
To foster connection through the power of food.
Values:
Hospitality | Ethics | Adaptability | Reliability | Transparency
The rebrand positioned them as strategic partners who don't just provide food service, but foster the connections that make organizations thrive.
We worked with Upper Crust to successfully roll out their new brand, facilitating leadership training to energize internal teams around their culture-driven mission and transforming how they communicate with prospects and partners.
Additionally, we partnered with another agency to design, write, and build Upper Crust’s new website. The brand now authentically reflects their role as partners who understand that behind every contract and every meal are real people depending on them to make their lives easier.
Beyond the rebrand, we established an ongoing strategic marketing partnership, functioning as an extension of their team to translate their new brand into meaningful marketing initiatives.
This includes strategic campaign development across all verticals, content creation that reinforces brand positioning, and market-specific messaging for their diverse brand advocates.
Ready to Transform Your Brand?
We specialize in crafting authentic brand experiences that connect with your audience and drive your business forward.