Lisa’s parents had bought into the sandwich shop years earlier.
Over time more and more competition entered the market & with chains like Subway, Firehouse, and Jimmy Johns popping up everywhere utilizing their economies of scale to purchase ingredients cheaper than a small single location could it seemed that Hungry Boyz wouldn’t last.
Lisa tried to sell the business, although that, unfortunately, fell through and the buyers backed out.
In attempts to save the business, she approached some other marketing companies in order to see what they could do to update the website and maybe help them spread the word. This was met with quotes that were way outside of her budget.
It seemed that she would be forced to close the doors.
If the concept was to just sell sandwiches, we had already failed. Jimmy Johns, Subways, Firehouse Subs, Panera Bread, they all sell sandwiches We needed to sell something that no one else was. An experience that you only got from Hungry Boyz. Something different enough for people to pay attention.
We wanted to brand Hungry Boyz as a place you go to feel full. Passing a sandwich down an assembly line or asking what type of artisan bread you wanted was for the other guys. We want to strip the concept of eating down it’s rawest emotional state. I’m really hungry and I don’t need a bunch of fluff. I want a sandwich.
To me, great advertising can make food taste better, can make your car run smoother. It can change your perception of something. Is it wrong to change your perception about something? Of course not. I'm not lying; I'm just saying, 'This one's more fun, this one's more exciting.'
— George Lois
Telling someone what’s on a sandwich is boring.
So, we decided to do something different.
We made the sandwiches themselves overly manly to convey how powerful the sandwiches hunger crushing powers really were.
We decided using overly shitty graphics would add something of charm to the overall theme of the restaurant. We also included ridiculous backstories to accompany the sandwiches.