Brand Tone

Casual and Friendly, Playful/Punny, Enthusiastic and Inviting, Quality-Focused but Unpretentious, Community-Oriented

Brand Values

• •Quality Ingredients
• •Affordability/Value
• •Family-Friendly
• •Accessibility & Convenience
• •Familiarity with a Twist
• •Joy and Satisfaction

Best Practices

• •Stay Playful and Approachable: Incorporate puns (tastefully), humor, and friendly language. Avoid overly formal or stuffy corporate speak. Think 'talking to a friend.'
• •Emphasize Freshness & Quality Simply: Highlight 'made-from-scratch,' 'antibiotic-free,' and 'fresh ingredients' without using overly technical or pretentious culinary terms. Keep it understandable and relatable.
• •Be Community-Focused and Inclusive: Use language that welcomes everyone – families, locals, visitors, people looking for an affordable meal. Highlight the 'come as you are' attitude.
• •Maintain an Enthusiastic & Energetic Voice: Use vibrant, positive language, especially on social media. Emojis can be effective when used appropriately to convey fun and excitement (e.g., 🍔🍗🍦🍟✨).
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media, in-store signage, and even by staff interactions aligns with the casual, friendly, quality-conscious, and value-driven brand identity. Develop a simple brand voice guide for all team members and marketing efforts.

Social Perception

Generally viewed positively as a needed addition to Sag Harbor, offering good quality food at fair prices. Often compared to 'Shake Shack of the Hamptons'. Perceived as good quality fast casual and a welcome affordable option.

Copy Examples

• •Headline: Tired of Hamptons Prices? Not Your Wallet. Body: Get your cluckin' delicious fix at Cluckman's! We're serving up fresh smash burgers, crispy chicken sandwiches, and creamy shakes that taste like a million bucks, without costing it. Come as you are, leave happy and full! #Cluckmans #SagHarborEats #AffordableHamptons
• •Headline: Real Ingredients. Real Flavor. Real Sag Harbor. Body: At Cluckman's, we don't do fake. Just 100% awesome, made-from-scratch goodness. From our antibiotic-free chicken to our locally sourced vibes, taste the difference quality makes. Your new happy place is here. #FreshFood #FamilyFriendly #EatAtCluckmans
• •Headline: Warning: May Cause Extreme Happiness (and Full Bellies). Body: Our Nashville Hot Chicken Sandwich isn't just a meal, it's an experience. Crispy, spicy, and oh-so-satisfying. Paired with our hand-cut fries? Perfection. Don't say we didn't warn you! 😉 #NashvilleHot #CluckYeah #FoodieHeaven
• •Headline: Smash Burgers. Cool Shakes. Good Times. Body: Keep it simple, keep it delicious. Cluckman's is your go-to for classic American eats with a Hamptons twist. Bring the family, meet your friends, or just treat yourself. Life's better with a burger in hand. #SmashBurgerLove #SagHarborFood #CluckmansVibes
• •Headline: Not Just Chicken. It's Cluckman's. Body: Forget what you know about fast casual. We're kicking things up a notch with playful flavors, top-notch ingredients, and a vibe that’s all about good food and good company. From our signature Sag Smash to our legendary onion rings – get ready to get clucked! #MoreThanChicken #HamptonsDining #TasteTheFun