Don’t call it a hamburger.

We made the Steakburger famous.

When we started working with Steak ‘n Shake, they were a regional chain with about a hundred locations. Customers liked the food, but they saw the restaurant as just another burger joint. So we helped customers see an important distinction: While other places sell hamburgers, Steak ‘n Shake sells Steakburgers.

For 18 years, we drove home that message, reminding diners that Steakburgers—and everything else on the Steak ‘n Shake menu—are a cut above fast food. And as we did, our work helped Steak ‘n Shake almost quintuple its business, growing to more than 500 stores.