PB Poulet Braisé - Reconnect with young generations through UX/UI and Marketing
Client
Poulet Braisé
Year
2025
During my M1 (4th year) at IIM Digital School, I had the opportunity to collaborate with PB (formerly Poulet Braisé), a French fast-food chain renowned for its braised chicken. Our mission was to design and execute a new marketing campaign that would resonate with younger generations, helping the brand broaden its Ideal Customer Profiles (ICPs).
Beyond targeting a fresh audience, PB also wanted to shine a spotlight on two key initiatives: the diversification of their menu and the introduction of on-site payment terminals to improve customer experience. Working on this project allowed us to blend creativity with strategic thinking, bridging brand identity with evolving consumer expectations in the fast-food industry.
Scope of Work
Acquire: Make PB unmistakable—and easy to try
A distinctive content engine. Three pillars drive a recognizable feed:
UGC formats (“Tu sais que c’est PB quand…”) that tap real guests,
Kitchen storytelling (ASMR, cooking processes)
Trend-friendly hooks that still look and feel “PB.”
We also spotlight pride—“Fiers de ce qu’on sert. Fiers de qui on est.”—with short, human videos about sourcing, teams, and founder/CM cameos.
Performance-ready paid. We proposed a retargeting-first structure (30–60-day engagers/site visitors/app users), ASC for scale, and interest clusters around chicken/fast-casual. Budgeting skews 70% acquisition / 30% retargeting, with ~€600/month testable at local level.
Street & stunts that smell like PB (literally).
Live cooking challenges at events with creator remixes and on-site voting.
“P’Bike” cargo bikes equipped with a rotisserie to diffuse the aroma and drive footfall.
“T’as WhatsApp ? T’as PB.” A faux kiosk that routes to WhatsApp ordering—no app, no line, just scan and get served—to spark curiosity and social shares.
Activate: Create weekly reasons to act, online and IRL
Event mechanics with clear spikes.
PB Day (every Thursday): a recurring offer that builds habit and mid-week traffic.
Golden Ticket (October): a limited campaign with the chance to win 1 year of PB. Benchmarks in our deck highlight weekly footfall and sales lift from these formats.
Frictionless education. Short, vertical explainers show how fast it is to order, compare options, and redeem app promos—“Commander chez PB, c’est (vraiment) facile.”
Site & RSE storytelling that converts. We add a dedicated RSE/Origin France layer and clearer CTAs to reduce bounce and lift conversion—mirroring what big chains do well while keeping PB’s authenticity.
Retain: Reward the habit, personalize the nudge
Loyalty 2.0 + referral. We refreshed the program, gamified points with challenges/categories, and introduced unique, low-cost high-love rewards (e.g., personalized apron or chopping board). Referral gets first-class placement on site and app.
Data to decisions.
Collection: table/menu/bag QR codes (welcome €5), contest entries that require email, and post-purchase reviews.
Automations: welcome flows via email/SMS, reactivation campaigns, granular segments, and time-based notifications (e.g., every two days at 10:40 or 18:20).
Reviews as a growth lever. Fast, empathetic responses within 24–48h reduce churn and turn critics into advocates; tooling options include Mention, Octolens, Buffer.
Rollout & resourcing. A staged calendar aligns branding, paid media, innovations, and CRM, with “budget drawers” for low/high scenarios so franchisees can plug in at their level.
By unifying brand voice, making ordering obvious and fast, and designing reasons to return, PB can grow where it matters: acquisition, activation, retention—and ultimately revenue and LTV. The plan’s backbone isn’t a single tactic; it’s the loop between content people trust, product flows that reward them, and in-store rituals that keep PB top of mind. Or, as we say: “Quand t’as goûté PB, tu sais.”
This strategy and app redesign got us the 3rd place 🎉 among 38 teams composed of 4th year and 5th year students.
