Back Yard Burgers

Part
01
of eight
Part
01

Back Yard Burgers Company Overview

Back Yard Burgers is an American restaurant chain which is present in 12 states across the country. The company has had a troublous history, which it has overcome.

Back Yard Burgers — overview

  • Back Yard Burgers is an American restaurant chain which is present in 12 states across the country. The restaurant chain differentiates itself by claiming its burgers are made of Black Angus beef and cooked on real grills instead of heat lamps. The company's agency of record is LRXD.

Back Yard Burgers — history

Back Yard Burgers — locations

Company leadership

Back Yard Burgers — financials

  • It is estimated that Back Yard Burgers sees $120 million in revenue annually. The company is privately held, which makes it likely it hasn't published relevant financial information.

RESEARCH STRATEGY

For the historic part of the request, slightly outdated sources have been used.

Regardless, recent information on the number of company's franchises couldn't be found. It is possible current figures are different from those presented in the brief, given that the most recent available information comes from July 2017. We searched the company's website, press releases and available reports, but it was found that the company doesn't publish internal information, although franchising pricing and requirements have been disclosed. Third-party reports were also searched, but recent information wasn't available. The number of franchises was mentioned in July 2017, when the company was acquired by Axum Capital Partners.

Also, the Chief Marketing Officer of the company couldn't be identified, even after approaching the research in the following ways:

First, third-party sources were searched, including but not limited to Restaurant Business Online, Nashville Post and Reference for Business. Our goal here was to locate recent statements from the company's CEO, interviews with the individual or reports on marketing campaigns he/she has done. Although Back Yard Burgers' agency of record was found this way, no mentions of the company's CMO could be found.

We turned to company databases such as Linkedin and Crunchbase, where we aimed to locate leadership information, but even though the VP of Marketing was found this way, the CMO didn't appear to have a profile on such databases.

Lastly, we tried to trace the current CMO by locating reports on past CMO resignations. We aimed to identify CMOs who have succeeded the previous chief marketing officers, in order to determine whether they still hold these positions. This strategy didn't work because successors' information wasn't mentioned, even though previous CMO resignations were uncovered, such as that of Monte Jump in 2015.
Part
02
of eight
Part
02

Wade Breaux Biography

Wade Breaux graduated from the University of Wisconsin with a degree in political science and marketing. He went to the University of Kansas College of Law and earned his Juris Doctor degree. He has worked in the marketing industry for almost two decades. Wade is married to Emily Breaux and his interests include reading, football, and music. A detailed report is presented below.

Professional Details

Education

Work Background and Experience

  • Wade Breaux joined Back Yard Burgers in January 2019 as the VP of marketing, and he has served in this capacity for 11 months. He is in charge of overall marketing activities to drive sales and he was at the center of selecting a new Agency of Record for the company. In addition, has been appearing in recent press releases.
  • During the time he has been working here, the company has partnered with LRXD as their Agency of Record. In the press release, Wade said, “We are partnering with LRXD because they bring a great deal of relevant experience to the table. Their team knows the restaurant space, and we feel they are the perfect partner to help us develop a brand that connects with today’s guest.”
  • He has also served as the director of marketing and creative services for O'Charley's between 2009 and 2011.
  • From 2003 to 2004, Wade Breaux worked as the brand manager for Hanson Dodge Creative. Here, he was in charge of new business development and managed the accounts of various clients including, Credit Suisse, and Trek Bikes. He was also the account executive for Slack Barshinger from 1998 to 2000.
  • Wade has personal and professional social profiles including LinkedIn, Twitter, and Facebook.

Personal Details

  • On social media, Wade Breaux talks about music, concerts, parenting, politics, and sports. In this post on Facebook, he talks about his experience at a concert: "In Atlanta with Elias and Dash, seeing Jack White, Lorde, John Mayer, Eminem, Zac Brown, Bastille, Lana Del Ray and Gregg Allman."
  • In another post on Facebook, he talks about attending a concert by Joe Henry: "Been waiting a long time to see Joe Henry. If you don't know his music, it's worth checking out."
  • He loves reading, and some of his favorite authors include Dennis Lehane and Stieg Larsonn. In one of his Facebook posts, he says, "I love nothing more than a used bookstore. The way they smell, the way I can just sit quietly and read, surrounded by books."
  • Wade Breaux has interests in politics and talks about the topic on social media. On social media, he has posted about the progress made by President Obama during his tenure.
  • In 2015, he appeared on an article posted on WisBusiness.com and it described his appointment as the brand manager for an advertising company. The article goes further to discuss his personal, educational, and professional background.
  • In 2018, when Wade was the CMO at Perkins Restaurants, he was quoted in an article posted on Business Insider about a contest sponsored by the company.

Research Strategy

In order to provide a detailed biography of Wade Breaux, we consulted the web for social media profiles, press releases and articles that contain professional, educational, and personal information about Wade Breaux. We managed to find information about Breaux and compiled a biography. While we have included an older source where Breaux is discussed in detail, the information provided in that press release is consistent with the information we found on his professional and social media profiles.
Part
03
of eight
Part
03

Back Yard Burgers Press Search

Over the last ten months, Back Yard Burgers has received positive press mentions for its dog friendliness and veterans' meal discounts, whereas it has also been adversely mentioned in the press for a fight that took place in its parking lot. Additionally, Back Yard Burgers has received press mentions for its business moves such as the opening of a new outlet as well as a selection of new technology and advertising partners.

Back Yard Burgers Picks Qu as Enterprise POS Software

  • The article highlights the appointment of Qu as a technology partner of Back Yard Burgers. Qu will replace Back Yard Burgers' legacy systems with its enterprise POS software.
  • The article can be found here.

LRXD Becomes AOR for Back Yard Burgers

Back Yard Burgers has a new look, but the same great flavors

  • The article provides an overview of the renovation process of Back Yard Burgers outlet at North U.S. 27. When the outlet's management began the renovation process it was driven by the desire to provide a better customer experience but soon discovered underlying roof damage from heavy snow that necessitated a full-blown renovation exercise.
  • The article can be found here.

Anonymous donor helps feed metro first responders at popular lunch spot on 9/11

  • Fast responders in Independence, MO received a $911 donation for having free burgers at Back Yard Burgers restaurant. The donation was given as a form of appreciation of the role of first responders to the community, which had a more symbolic impact as the donation was on the anniversary of the 9/11 terrorist attack where first responders were critical in assisting victims.
  • The article can be found here.

All The Best Veteran's Day Deals & Freebies You Need To Know About

  • Back Yard Burgers has been mentioned among organizations providing discounts and freebies to veterans on Veteran's day. Back yard Burgers goes a step further beyond a one-day discount and provides a year-long 20% discount on their veterans' meals.
  • The article can be found here.

American Marketing Association’s Atlanta Chapter Announces the 2019 Amy Awards Finalists

  • Back Yard Burgers has been mentioned as a category finalist of the 2019 Atlanta Marketer of the Year (AMY) Awards. It has been nominated for its Winter campaign on social media undertaken by Phase 3 Marketing & Communications.

Bubba’s 33, Metro Diner lead list of restaurants headed here

Dog-friendly restaurants: Here's where you can take your furry friends in the Jackson area

  • Back Yard Burgers received a positive press mention as a dog-friendly restaurant in the Jackson Metro area. All five of its restaurants in the area were mentioned as being dog-friendly.
  • The article can be found here.

Jackson Zoo Reopening Saturday

  • The Jackson Zoo was closed for three days from 17 April 2019 to 20 April 2019 after a storm on 17 April 2019 necessitated the closure of the Zoo for clean up and repairs. Fortunately, Back Yard Burgers outlet at the zoo would reopen with the re-opening of the zoo.
  • The article can be found here.

Northeast Arkansas hookah bar closes doors after shooting

  • Jonesboro's Back Yard Burgers parking lot was adversely mentioned as the location where a man was found semiconscious. The man was a casualty of a fight that had begun at Back Yard Burgers' neighboring hookah bar, Mangos Grill.
  • The article can be found here.
Part
04
of eight
Part
04

Back Yard Burgers Competitors, Pt 1

Seven true competitors to Back Yard Burgers are Hero Certified Burgers, MOOYah Burgers, Fries & Shakes, Black Iron Burgers, 25 Burgers Flemington, Burger District Gourmet Restaurant and Bar, 418 Burgers, and Queen City Burgers.

Back Yard Burgers Overview

Back Yard Burgers Competitors

1) Hero Certified Burgers

  • Hero Certified Burgers has an annual revenue of $75 million.
  • This company is a true competitor because it uses 100% Black Angus beef in its burgers, has locations in the U.S., has a price point of $$, and targets customers of all ages who are interested in purchasing burgers for personal in-store dining experience, catering, delivery, and/or making orders online.
  • Hero Certified Burgers value proposition is providing its customers with the highest quality beef that is certified as 100% real and delivering foods that are sustainable and have full trace-ability.

2) MOOYah Burgers, Fries & Shakes

  • MOOYah Burgers has an annual revenue of $11.7 million.
  • This company is a true competitor because it uses 100% Black Angus beef in its burgers, has locations in the U.S., has a price point of $$, and targets customers of all ages who are interested in purchasing burgers for personal in-store dining experience, catering, delivery, and/or making orders online.
  • MOOYah Burgers’ value proposition is providing its customers with healthy food choices such as Paleo, Keto, low calories, vegetarian, and gluten-free.
  • It offers the highest quality beef that is certified as 100% real. The company also strives to provide a balance in its offerings for those who are health conscious and those who want to be indulgent.

3) Black Iron Burgers

  • Black Iron Burgers has an annual revenue of $4.2 million.
  • This company is a true competitor because it uses 100% Black Angus beef in its burgers, has locations across the U.S., has a price point of $$, and targets customers of all ages who are interested in purchasing burgers for personal in-store dining experience, catering, delivery, and/or making orders online.
  • Black Iron Burger’s value proposition is providing its customers with healthy guilt-free burgers that are crafted to give the best taste, featuring unique flavors and freshness.

4) 25 Burgers Flemington

  • This company is a true competitor because it uses 100% Black Angus beef in its burgers, has locations in the U.S., has a price point of $$, and targets customers of all ages who are interested in purchasing burgers for personal in-store dining experience or take-out.
  • 25 Burgers’ value proposition is providing fresh burgers made from scratch. It also offers halal burgers for customers who are health conscious.

5) Burger District Gourmet Restaurant and Bar

  • This company is a true competitor because it uses Black Angus beef in its burgers, has locations in the U.S., has a price point of $$, and targets customers of all ages who are interested in purchasing burgers for personal in-store dining experience, and/or catering.
  • Burger District’s value proposition is providing its customers with premium burgers that are crafted to be anything but boring.

6) 418 Burgers

  • This company is a true competitor because it uses 100% Black Angus beef in its burgers, has locations in the U.S., has a price point of $, and targets customers of all ages who are interested in purchasing burgers for personal in-store dining experience and/or take-out.
  • 418 Burgers' value proposition is providing its customers with fresh burgers that are crafted from the “chuck, brisket, and short rib”.

7) Queen City Burgers

  • Queen City Burger’s uses 100% certified Black Angus beef in its burgers
  • It has several locations across the U.S. since the beginning of 2018.
  • The company targets customers of all ages who are interested in eating burgers.
  • Queen City Burgers’ value proposition is providing its customers with the highest quality beef that is 100% certified, filled with natural and fresh ingredients, and premium French fries.

Research Strategy:

To identify Back Yard Burgers’ true competitors, we first searched for other restaurants in the U.S. that also serve Black Angus beef burgers. We then looked at the individual company websites to confirm that they do in fact serve Black Angus beef burgers. We found that Hero Certified Burgers, MOOYAH Burgers, Fries & Shakes, Black Iron Burgers, 25 Burgers Flemington, Burger District Gourmet Restaurant and Bar, 418 Burgers, and Queen City Burgers all serve 100% Black Angus beef burgers on their respective menu. Burger District did not specifically state 100%, but was included because it emphasized Black Angus beef in its menu and throughout its official website. The companies also have a price point of $ — $$, which is close to that of Back Yard Burgers’ $. These restaurants also offer catering services and/or online ordering, pick-up, dine-in, delivery options and have clearly shown that they market their products and services on the same social media platforms as Back Yard Burgers.

Part
05
of eight
Part
05

Back Yard Burgers Competitors, Pt 2

Back Yard Burgers is a restaurant chain that has 46 outlets in the US. Hero Certified Burgers is a Canadian restaurant chain franchise that sells hamburgers and other quick-service products.

Back Yard Burgers

Competitive Advantage

  • Back Yard Burgers only use 100% Black Angus beef. The company uses beef experts to study and raise the best meat, to form a patty that retains flavor and tenderness.
  • The patties used in burgers are cooked individually on a real grill for each order. This gives their customers assurance of the quality of their products.

Strengths

Weaknesses

Revenue

Locations

  • The company has 46 outlets in the US, which includes one in Nebraska, two in Missouri, three in Arkansas, one in North Carolina, three in Florida, one in Louisiana, one in Illinois, three in Kentucky, one in Alabama, 12 in Mississippi, and 18 in Tennessee.

Hero Certified Burgers  

Competitive Advantage

  • Hero Certified Burgers serve all-natural 100% Canadian Angus beef raised without hormones or antibiotics.
  • The company provides full traceability for their food by providing direct access to their ranchers, farmers, and artisans who make the food. This concept assures the quality of its products around customers.

Strengths

  • The pro-environment approach of the company has helped in the selection of high-quality products from trusted Canadian partners and to create a reputation among customers.
  • Hero Certified Burgers has developed strong associations with top national and international brands such as Arla, Heinz, and Cavendish Farms.
  • The company has partnerships with major sports teams such as the Toronto Maple Leafs and Marlies.
  • Hero’s branding and marketing initiatives are effective, tasteful, and cost-efficient.

Weaknesses

  • The company hasn't properly expanded in Canada, as most of the outlets are in Toronto. Even when it comes to an international presence, the brand has only one outlet in the US.

Revenue

Locations

  • Hero Certified Burgers has 53 outlets in total, which includes one New York, one in Montreal, one in Cornwall, two in Ottawa, and 48 in Toronto.
Part
06
of eight
Part
06

Back Yard Burgers Competitors, Pt 3

MOOYAH Burgers, Fries & Shakes and Black Iron Burgers are some top competitors of Back Yard Burgers.

MOOYAH Burgers, Fries & Shakes

Competitive Advantage

Strengths

  • MOOYAH Burgers provides "digital menu boards as well as back-of-house kitchen display systems to enhance throughput and accuracy."
  • MOOYAH's national advertising campaigns themed "better burger" have been successful and essential in increasing the sales of burgers and creating national wide awareness.
  • The restaurant offers fresh, 100% Certified Angus beef for burgers and hot dogs, non GMO potatoes, and all natural Jennie-O Turkey.

Weaknesses

Annual Revenue

Location

  • MOOYAH Burgers is located in various places both in and out of the United States. In the US it is located in the states of Alabama, Arkansas, California, Connecticut, Florida, Illinois, Louisiana, Massachusetts, Missouri, Montana, North Carolina, New Hampshire, and New Jersey.
  • Outside the US, MOOYAH Burgers is located in Bahrain, Canada, Oman, Qatar, and United Arab Emirates.


Black Iron Burgers

Competitive Advantage

  • Black Iron Burgers offers "born to craft burgers," that are 100% guilt-free. This caters for all customers regardless of their differentiated preferences.

Strengths

Weaknesses

  • Reservations are not adhered to, as people take up seats whenever they open, regardless of whether the place was reserved or not.

Annual Revenue

  • Current estimates portray that Black Iron Burger has an estimated annual revenue of $94,381.

Location

  • Black Iron Burgers has various outlets in New York, United States. These include Mid West, Park Slope, Urbanpace Vanderbilt, and Turnstyle Underground Market.
  • It is expanding its outlets to other states including Chicago.


Part
07
of eight
Part
07

Back Yard Burgers Competitors, Pt 4

25 Burgers Flemington serve burgers prescribed by Muslim law. The business offers halal burgers that can benefit both Muslim, non-pork eater, and health-conscious customers. Burger District Gourmet Restaurant and Bar is located at 2024 Wilson Blvd, Arlington, VA 22201.

25 Burgers Flemington

Competitive Advantage

Strengths

  • Customers in a hurry are allowed to book their orders ahead of time via phone for pick up or dine-in. They also provide window intended for pickup orders to make a less hassle for rushed customers.
  • 25 Burgers Flemington is known for taking reservations, take-outs, good for lunch and dinner, offers bike parking, free WiFi, and accepts credit cards.
  • They also offer caterings, and customers can set events with 25 Burgers Flemington. This offer gives a positive impression on the business and more opportunities.

Weaknesses

Cities/States/Countries

Burger District Gourmet Restaurant and Bar

Competitive Advantage

Strengths

Weaknesses



Part
08
of eight
Part
08

Back Yard Burgers Competitors, Pt 5

418 Burgers and Queen City Burgers are among the myriad competitors for Back Yard Burgers.

418 Burgers

Competitive Advantage
Strengths
Weakness
  • Parking at 418 Burgers is street parking, somewhat difficult, and taxed due to the overflowing numbers of customers visiting the burger restaurant.
Annual Revenue
  • While there is no public data regarding the annual revenue for 418 Burgers, it is evident that the restaurant has been making enough profits even with its low and affordable prices.
Location

Queen City Burgers

Competitive Advantage
  • Queen City Burgers' competitive advantage is its ability to offer the Beyond Burger, the world's first vegan burger that looks and satisfies like a beef burger.
Strengths
Weakness
  • The burger restaurant is quite pricey as it charges higher for the fries and soda as opposed to other restaurants.
Annual Revenue
  • As it is a recently opened burger restaurant, there is no public data on the annual revenues made by Queen City Burgers.
Location

Research Strategy

As we focused in finding the competitive advantage, strengths, weaknesses, annual revenue and the locations of both 418 and Queen City Burgers, we utilized information from various sites, such as Yelp, Trip Advisor, and Facebook, in addition to the companies' websites. We used this information to determine their respective competitive advantage, strengths, weaknesses, and locations. However, we could not find available data on the annual revenues for the two Burger restaurants. We therefore made hypothetical inferences based on the performance in the market.


Sources
Sources

From Part 04