Young & Laramore

Weak-Willed Vegetarians

This storied “steak” burger and milk shake chain partnered with Y&L when they had just over a hundred restaurants. For eighteen years Y&L provided every marketing service possible, and company leaders (by their own account) relied heavily on the work to help them grow past five hundred restaurants.

There is no downside for Steak ’n Shake to “take on” cultural targets such as vegetarians, people were never coming to the restaurant anyway—in fact, by engaging them with humor, the restaurant stood a better chance of getting them to tag along when the carnivorous driver of the car reallllllly wanted to stop for a steakburger.


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website