A truly unique brand focusing on the sustainability of our planet and the preservation of bison. Ted Turner personally owns multiple ranches throughout the west and wanted to find a way to get bison to the table to help preserve their demand and population. Their nostalgic and reverent nod to the west is not just a decor package. Very few restaurant brands stay as commited to the overall consumer experience as Ted’s. The menu is comprised of authentic, American-style comfort food recipes found and reclaimed from all over the country. But the food is only half of their consumer’s dining experience. Our research found that staff members continually delivering genuine hospitality, what Ted’s call Big Sky Spirit, plays a crucial role in their overall brand and it’s what their consumers look for. This balance of food and hospitality remains evident at every consumer touch point.
Taking an employee-first approach to marketing was an unusal, yet successful strategy. Once the staff was better trained on the brand position, educated on the pillars the brand stood for and informed on all the “whys” of what Ted’s does, it stuck. And that information and passion was directly passed externally to their guests.