A restaurant’s unique brand and vision can be the defining factor in what creates a loyal customer. Loyal customers want to know what they can expect, and they return expecting consistency and high-quality food and service. National chain Freddy’s Frozen Custard and Steakburgers is at the forefront of this strategy, proving themselves to be innovative leaders in the world of cook-to-order food while keeping guest satisfaction at the center of their brand.
“All of our innovations are centered around our core,” said Brian Wise, Chief Operating Officer of Freddy’s. “We’re never going to stray too far from what we’re doing.” The “core” that Wise refers to, began back in 2002 in Lawrence, Kansas. It’s also known as the “Freddy’s Way,” which focuses on putting others first, and always keeping guests in mind. Freddy’s started that year as a family-owned and operated business, and shortly after it opened, franchisees began to build many of the brand’s original locations. Most of those franchisees were close family friends, and one of them was Wise himself.
Wise left his corporate job and bought his first Freddy’s franchise in 2004. He went on to build 34 more locations by 2019, when he decided that he wanted to impact the company on a bigger scale. He joined the corporate office, and in 2022, was promoted to COO. Despite the shift in leadership, Wise has been able to hone into Freddy’s core values through a variety of different innovations while keeping “Freddy’s Way” alive.
When he joined the corporate office, one of the first things on his agenda was bettering the guest experience specifically through speed-of-service times, which is a main factor that makes Freddy’s stand out. “We’re a cook-to-order brand, and that comes with a certain amount of timeliness,” said Wise. Speed-of-service is especially important when it comes to the drive thru and meeting expectations and throughput times there.
The COVID-19 pandemic was, naturally, a hurdle for Freddy’s, but the company’s goal of executing cook-to-order food quickly and deliciously came in handy and made the transition to drive-thru-only fairly simple. “We saw it as an opportunity to look at our business through a different lens,” Wise said. “It really forced us to see if we could meet speed and accuracy while delivering exceptional food.” And, undoubtedly, it did. The pre-existing skills that Freddy’s team members had helped keep customer throughput consistent, even during the pandemic.
After the pandemic, it became clear that the vision and values of the business were important to maintaining its success. “It’s crucial that a brand knows their brand positioning, and for Freddy’s, it’s cooked-to-order food and food that is grill-heavy,” Wise noted. Knowing who they are is what helps Freddy’s achieve consistency and high quality. With cooked-to-order food and great customer service at the core of their business, Freddy’s looked for ways to assist employees without compromising the quality of its food through technology and training.
The brand’s positioning stems even further beyond being a cooked-to-order business; it’s also a business that cares for its business partners, its franchisees, and its employees. The leaders at Freddy’s recognize the importance of maintaining these relationships, even after substantial coast-to-coast growth. This has surely helped the company grow at the corporate level and also keep its franchisees thriving. Additionally, it’s led to thousands of customers and community members who are being positively impacted by the “Freddy’s Way.” For example, Freddy’s supports a variety of national programs, including Folds of Honor and the Kids in Need Foundation, and its franchisees support many local charities as well.
As they continue to hone into their core values and mission, Wise noted that they’re also growing in various ways to excite a new generation of Freddy’s fans. The company has a product development team and a corporate chief who listen to customer wants and needs to bring new products to market. One of their most recent menu additions is the “Frost” frozen custard line, which puts a spin on the brand’s well-known frozen custard by utilizing flavors like lemonade and creamsicle. Similarly, they’re planning to add a line of tater tots to the menu to complement Freddy’s famous steakburgers.
Both additions bring a fun and unique twist on traditional Freddy’s food, highlighting the company’s desire to innovate while staying true to their core menu. This strategy is what sets Freddy’s apart in the world of chain restaurants, and it’s what keeps people returning to experience the “Freddy’s Way.”
Freddy’s remarkable expansion from a single Wichita outlet in 2002 to over 400 locations today underscores its impressive ascent within the fast-casual dining sector. Even amidst rapid growth and the allure of new markets, Freddy’s has maintained its original commitment to quality and customer service, characteristics that have become synonymous with the brand. This steadfast focus not only enhances customer loyalty but also presents a promising prospect for potential franchisees. As Freddy’s continues to identify key regions for expansion, the essence of that first restaurant in Kansas remains the cornerstone of their enduring success, proving that growth and values can indeed coexist harmoniously.
