‘bbq’, the international restaurant chain of over 2000 branches thrives on selling olive oil fried chicken to busy workers in high footfall urban locations right across China, Japan, USA, Vietnam, Mongolia, Malaysia, Singapore, Saudi Arabia, Australia and European sites including Spain and Portugal. 

JHP created a ‘bbq’ brand story that is built on the success of ‘chicken’ as a universal food. The new brand story tells the story of the flightless bird that has nonetheless managed to appear all around the world, finding its place on almost any menu in global cuisine

By creating an entirely new and more relevant brand experience, JHP radically changed the BBQ brand proposition and format resulting in an offer that is universally understood and that is inherently adaptable for such a vast store estate.