Big Fig

Big Fig is a world-famous, family-owned cafe serving modern middle-eastern fare. They are inspired by their history, immersed in their community and look after their home for future generations. And as they looked to franchise their unique business model, we were tasked with honing in on what made them so special and how that could be replicated authentically around the country.

Though the idea of ‘family’ is not new to the world of food, this family is. Their Lebanese heritage, family quirks and the unique dynamics of the three founding sisters. The crazy, the code, the ambitions, the ups and downs and the food that brings them back together. Because in this family, food is love and that extends through everything they do.

As Big Fig looked to grow their branches throughout New Zealand, it was their family story, traditions and details of their day-to-day that would make them stand out from the competition and appeal to diners on a national level. The family tales, conscious touches, famous staff, quirky regulars, front of house bakers and calls for waste-eating local pigs. And when new members join the crew, their traditions and touches will add to the story. Because it’s the little things that make Big Fig special, no matter how far the family tree flourishes.

We worked with the Big Fig founders to develop a brand foundation and mindful marketing playbook that could be lifted, shifted and implemented by all new franchise owners. This included strategic planning, creative concepts, template set up and upskilling of core team members.

Photography by Mickey Ross

‍