PP 3 - Branding

     Raising Cane's Chicken Fingers is a fast-food restaurant chain known for its focus on chicken fingers, Texas toast, crinkle-cut fries, and a signature dipping sauce. The chain was founded in Baton Rouge, Louisiana, in 1996 by Todd Graves and Craig Silvey. The founders were students at the Louisiana State University. They decided to place the first restaurant on the LSU campus. It has since expanded to numerous locations across the United States, particularly in the southern and midwestern regions. Raising Cane's has garnered a loyal following for its simple menu, quality ingredients, and emphasis on freshness. 

    Todd Graves has always dreamed of opening his restaurant. It was not easy for Graves and Silvey to start their business, seeing as how banks were turning them down left and right because they did not believe that a restaurant solely focused on chicken fingers would succeed. Once they finally got the funding, they opened their first restaurant and have not looked back. Graves is also really involved in the communities and philanthropies where his restaurants are located. Although Todd had the original idea for the restaurant, Craig Silvey stood by Grave's side through the whole process.

    Graves had a specific dream when he set out to start his restaurant. He said he wanted "a restaurant serving high-quality chicken finger meals and nothing else. From the vision, Todd created a business plan that, ironically, earned the lowest grade in the class. The professor said a restaurant serving only chicken fingers in South Louisiana would never work." Graves was determined to fulfill his dream. He wanted a simple menu that he could perfect. His vision was freshly prepared, never-frozen chicken fingers made from chicken tenderloins. The chicken tenders would be hand-battered, cooked to order, and served with the signature canes sauce that is the icing on top. You can also get crinkle-cut fries, Texas toast, coleslaw, and drinks to add to the delicious tenders. Graves also set aside the time to build the perfect culture around his business. He focused on creating a loyal customer base with commitment and exceptional service, helping Cane rise to the top. 

    Let's dive deeper into Graves's dedication to living out his dream. Once it became clear that he would not have any help from any of the banks in his area, he realized he would have to work for what he wanted. Todd took off to California, working as a boilermaker in an oil refinery. He soon went on to Alaska, where he worked in the dangerous trade of commercial salmon fishing. After his long journey of working, he returned to Baton Rouge, where he reconstructed an old building that would soon be the first Raising Cane. The name came from his yellow lab, Raising Cane. 

    Now that we have gone through the backstory let's take a more specific trip down memory lane. As mentioned in 1994, Todd went to Los Angeles as a boilermaker at an oil refinery, working 90-hour weeks to make money. In 1995, Todd saw that you could make more money by commercial fishing, so he took off to Alaska, where he worked 20-hour days in harsh conditions in Bristol Bay. Two years later, in 1996, Todd finally started constructing his first restaurant. He built the North Gates of Louisiana State University. He had help from some friends and contractors but did most of the work himself. The unique mural look came from the original building, which used to be a bread bakery, giving Todd the design idea. Todd originally planned to name the restaurant "Sockeye's" after his time in Alaska, but his friend suggested that he name it after his lab, Cane. The restaurant opened on August 28th, 1996, at 9 p.m. and did not close until 3:30 a.m..

     Raising Cane's is not just known for its delicious chicken tenders but also for the communities in which Cane's restaurants are located.  "Raising Cane’s is active in our Communities, supporting over 30,000 local organizations for causes close to our hearts. We bring people together, whether over our 3 Finger Combo, at a fundraiser run, or in the classroom. Our focus on Active Community Involvement demonstrates Raising Cane’s appreciation for the Customers and Communities that support us. We’ve worked hard to support each community we serve through our six focus areas. Over the past 25 years, we’ve built a lasting legacy of impact through our support for local community organizations and larger partnerships like Kidd’s Kids and Lemonade Day. Our deeply rooted support of our community only strengthens with time, and we look forward to supporting your next community event or organization's needs." A few things that Raising Cane likes to make sure they hit is education, where they care about giving students and their communities a solid foundation to achieve their full potential. What better way to help prevent hunger than assisting local food banks and organizations to provide meals and goods to those in need? The company also likes supporting healthy lifestyles by supporting walking trails, runs, walks, sports teams, and physical fitness programs. Since "Raising Cane" came from Labrador, the business greatly supports no-kill rescues and shelters, dog parks, and other pet organizations.

     Post Malone is a self-proclaimed Caniac who requested a Raising Cane's to be built by his home in Midvale, UT, and that he could custom design the restaurant. The outside of the building is wrapped in solid pink with Post Malone tattoos. In the front of the building facing the parking lot is a 1974 Ford F250 featured in one of his music videos. In the dining room, Posty's past outfits and guitars from past events are on the walls. Ping Pong holds a spot in Posty's heart, so a pong track system runs along the restaurant's wall. 

    Posty opened a Dallas Cowboys-themed Raising Cane's in Dallas, Texas, on October 12th to accompany the Post Malones Collectors Cup Campaign. Posty decided to make this contribution to show the impact the team and the city have had on him since childhood. Like the Cane's in Utah, this one also holds Post Malone memorabilia and pieces of  Cowboy history. The outside is wrapped in silver vinyl with Posty's tattoo imagery. The patio has a life-size cup pong seating area and a 32-foot-tall Cowboys Star arch as the customers enter the drive-thru. The restaurant has blue lighting, a Post Malone fan mailbox, and a custom painting of Posty.

    Along with the collaborations with Post Malone, Brumate has also decided to partner with the booming business. Brumate is a famous tumbler cup brand that keeps drinks hot and cold for long periods. They offer all sorts of designs for all different preferences. Brumate partnered with Cane's to provide the coolest and most dependable merchandise possible.

    Over the years, Raising Canes has grown tremendously since it opened in 1996 and continues growing rapidly. Through the years, Todd Graves has been very successful with his business. Through Raising Cane's, he has received awards like Ernst & Young Entrepreneur of the Year, listed #28 in the Top 100 CEOS in the US by Glassdoor, received the SCORE Award for Outstanding Socially Progressive's Business, Restauranteur of the Year by the Louisiana Restaurant Association, and Louisianan of the Year by Louisiana Life.