Inside the Box

The Power of Complementary Branding

By: Gregory A. Sausaman, Karen Rowe (Editor), Ed Rensi (Foreword by)

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eBook | 22 December 2018

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214 Pages

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In Inside the Box: The Power of Complementary Branding, Greg Sausaman shows you how to add high margin new sales to help solve the pressures of increasing costs such as big minimum wage hikes through smart and strategic complementary branding.

Greg combines his 15+ years of experience in complementary branding with the expertise of industry leaders to provide a comprehensive guide on how to successfully increase sales with a robustly profitable complementary brand partner.

In this book, you will learn:

The process to pick the right partner for your brand to offer a new and exciting menu item(s) to complement your existing menu.
How to successfully integrate a complementary brand into an existing brand venue simply and effectively.
Why co-branding has mostly failed in the past, and how Greg has cracked the code on integrating co-brands in the food service industry to add robust bottom line gains for the operators and franchisors.
How to use the enclosed assessment forms for the brand addition, as well as the financial proforma’s to see how it makes financial sense to your operator.

Industry Reviews

"Complementary branding is not a trend. It is an industry shift.I found Greg’s work and understanding of complementary branding to be progressive and innovative. Inside the Box: The Power of Complementary Brandingis an on-point modern-day manual for how to successfully add a complementary brand. You are going to love this book, because Greg gives you the tools to help your operators build their slower sales periods during the day; simply and profitably. You can get on board and embrace it, or you can miss an opportunity for your franchisees." —Ed Rensi; Former President and CEO of McDonald’s USA

"Consumers have always known that some brands naturally complement one another, and they craft their own combinations every day. This book will show you how to make your brand part of that mix—at their place or yours—and make everyone better off for the experience. Read it and profit." — Steve McKee, President McKee Wallwork, Author of “Power Branding” and “When Growth Stalls”

"Greg has written an elegant and compelling book on branding and the power of business to uplift lives. Focus on what matters, constantly improve your operations and be open to opportunities! The combined wisdom of the many business owners who contributed to this book is the result of thousands of years of experience. From countless nights sweating the books, marketing breakthroughs, operational successes and mistakes, the people who Greg turned to for inspiration lived it. Read this book and learn from them, then go and make your American Dream a reality!"— Nick Neonakis, CEO The Franchise Consulting Company, Author “The Franchise MBA” and “The Franchise MBA Workbook”.

"Over the last fifteen years, the food service industry has seen co-branding accelerate as a successful growth and market penetration strategy. Greg’s insightful work gives the operator a framework to think through logistical, legal, marketing and operational challenges. I would recommend this book to anyone looking to think strategically as well as practically how co-branding can benefit their organization." — Chuck Winship, former CEO,Beef O Brady’s