It was late September 2024, just six months since Saxbys proudly opened its newest location on March 6 at Purdue University’s Neil Armstrong Hall of Engineering in West Lafayette, Indiana. The fall semester was in full swing, and with students back on campus and foot traffic on the rise, Saxbys was entering a critical phase for brand visibility and growth. Nick Bayer, Saxbys’ founder and chief executive officer (CEO), recognized the importance of capitalizing on this momentum. With the company continuing to expand its footprint through university partnerships and its experiential learning platform (ELP), Bayer called an all-hands-on-deck meeting with his team to revisit and refine Saxbys’ marketing strategy. His goal: to ensure that Saxbys not only reached new audiences but also deepened its connection with existing communities in what was a competitive and fast-changing market.
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