Brand Tone

Authentic & Passionate, Down-to-Earth & No-Nonsense, Community-Focused & Proudly Detroit, Quality-Driven, Resilient & Entrepreneurial, Slightly Edgy & Confident

Brand Values

• •Quality & Excellence
• •Community & Revitalization
• •Family & Team
• •Authenticity & Hard Work
• •Customer Satisfaction
• •Integrity & Long-Term Vision

Best Practices

• •Channel Chef Mike's Voice: Use direct, honest, and passionate language. Avoid overly corporate or bland statements. Think "no bullsh*t" authenticity.
• •Emphasize "Proper" and Quality: Consistently highlight the craftsmanship, fresh ingredients, and from-scratch approach in all descriptions. Words like "artisan," "gourmet execution," and "world-class" can be used when appropriate but balanced with down-to-earth language.
• •Show, Don't Just Tell, Community Values: Instead of just saying you value community, weave in stories or facts about local sourcing (if applicable), employee well-being, or neighborhood involvement. The weekend closure is a powerful example.
• •Stay True to Detroit Roots: Infuse copy with a sense of local pride. Reference Detroit landmarks (like their menu items), culture, and the hardworking spirit of the city.
• •Engage Authentically on Social Media: Continue the conversational and direct style seen on TikTok across other platforms. Respond to comments and reviews in a way that reflects the brand's straightforward and appreciative personality. Be transparent about business decisions.

Social Perception

Loved Local Gem & National Recognition, Authentic Detroit Story, More Than Just Food, Expanding Success Story, Influential Online Presence, Premium Product

Copy Examples

• •Headline: Not Just a Sandwich. It's a Detroit 75. Body: We don't do average. We craft every sandwich from scratch, with heart, because hardworking folks deserve real food. Taste the difference pride makes. #Detroit75Kitchen #ProperSandwich
• •Headline: Weekends are for Family. Weekdays are for Flavor. Body: Yeah, we’re closed on weekends. Because our crew deserves it. But come Monday, we’re back to serving up the best damn sandwiches in Detroit. Plan accordingly. #DetroitStrong #WorkHardEatWell
• •Headline: From a Truck Stop to Your Top Stop. Body: We started with a dream and a couple of recipes. Now, we're a Detroit staple. Come experience the flavor that put Southwest on the map. #DetroitRoots #SandwichGoals
• •Headline: Big Hunger? Meet Your Match. Body: Don't mess around with wimpy portions. At Detroit 75 Kitchen, we pile it high because you've earned it. Get ready to unhinge your jaw. #PortionControlThis #RealFoodRealFlavor
• •Headline: Our Secret Ingredient? Detroit Grit. Body: We pour our city's spirit into everything we make – the resilience, the creativity, the no-nonsense attitude. This isn't just food, it's a piece of Detroit. #MadeInDetroit #EatLocal