Hawaiian Bros CMO Discusses How the Emerging Restaurant Brand Builds Awareness Through Authentic Messaging

Brand awareness strategy

Established in 2018 and with just over 70 locations nationwide, Hawaiian Bros does not have the name value or history of other larger, legacy QSR brands. That can present both challenges and opportunities for the emerging brand to stand out from its competitors. Franchise Update spoke with Hawaiian Bros Chief Marketing Officer Shannon Scott about how the company shares its unique story to reach both customers and potential franchisees.

Scott said the franchise relies heavily on digital marketing channels and social media to showcase its food and people and to convey the island culture of the brand. She said they do that across several platforms, and it is particularly effective with the highly visual outlets such as Instagram and TikTok. Hawaiian Bros is also very intentional in how it presents some of its core messages of hospitality and a fun, welcoming atmosphere in its locations.

Whether it is through its grassroots efforts in building a customer base with new restaurant openings or promoting the simplicity of its island-style menu, Scott said the brand emphasizes authenticity with its outreach. In the Q&A below, Scott shares how Hawaiian Bros increases brand awareness for its growing customer base while also providing robust marketing and operational support for its franchisees to experience long-term success. In what ways does Hawaiian Bros utilize digital marketing channels to engage with its audience?

We take a full-funnel approach to digital marketing. That means using paid media, social, email, and loyalty to both drive traffic and deepen brand connection. We focus heavily on content that showcases our food, our people, and the feeling of aloha, not just promotions.

Digital allows us to be agile, test quickly, and respond to what guests are engaging with in real time, while still staying rooted in our brand values. What role does social media play for your brand, and what platforms have been most successful? Social media is a critical storytelling channel for us.

It’s where our brand personality really comes to life. TikTok and Instagram have been especially successful because they allow us to highlight craveable food, employee personalities, and authentic moments from our restaurants. We don’t over-polish - we lean into fun, humor, and relatability, which aligns naturally with the spirit of our brand.

Local marketing initiatives

How do you handle local marketing initiatives to drive awareness at the grassroots level? Partnerships with local grassroots organizations give us the opportunity to foster genuine connections with the local community. When we open a new restaurant, we host VIP events and extend a direct invitation to local first responders, medical professionals, academic staff members, students, and local employees.

We want to invite the community to try a plate lunch on us and become familiar with our restaurant experience. Establishing these close relationships is our top priority, and we regularly involve neighborhood groups in brand initiatives to reinforce our family-forward values. How does Hawaiian Bros keep up to date with industry trends and innovations?

We stay close to industry research, consumer insights, and performance data, but we also pay attention to what’s happening culturally. Trends matter, but we’re selective. If something doesn’t feel authentic to Hawaiian Bros, we don’t chase it.

Innovation for us is about staying relevant while protecting what makes our brand special. Are there any emerging trends in marketing that you are exploring? As AI and automation scale, I think human warmth is becoming a differentiator, and that has been built into our DNA from day one.

Right now, the most effective marketing is rooted in authenticity, local relevance, and human connection. Beyond that, short-form video continues to shape discovery, loyalty is becoming more relational, and brands that clearly communicate value without over-discounting are winning. At Hawaiian Bros, we focus on adopting trends that reinforce who we are and not distract from it.

Brand identity and growth

How does Hawaiian Bros leverage its brand identity to attract both customers and franchisees? Our brand is rooted in warmth, generosity, and genuine hospitality. That resonates with guests, but it also attracts franchisees who want to be part of something that is driven by values.

As it relates to our food, we have a commitment to quality ingredients, which means fresh, never frozen food, so we have no freezers, fryers, or microwaves on site. Our unique menu and clear brand purpose create a major differentiator for both audiences. What are some of the biggest challenges unique to your franchise?

There are very few other island-inspired quick-service restaurant concepts in the country, giving us a distinctive edge. Our signature plate lunch is not always commonly known in many of the new markets we’re expanding into. However, the simplicity of our menu and warm atmosphere make it easy to navigate and inspire guests to try something new.

How does Hawaiian Bros support franchisees with marketing resources to ensure consistency and effectiveness across locations? We invest heavily in centralized brand strategy, creative development, and media planning, while also equipping franchisees with localized assets and guidance. That includes pre-approved, turnkey campaign toolkits that can be customized to reflect local opportunities.

We want franchisees focused on operations and community engagement, and not having to invent marketing from scratch. How do you foster community among your franchisees? Communication and collaboration are key.

We create regular opportunities for franchisees to share their ideas, learn from one another, and celebrate wins together. Marketing plays a role in that by highlighting success stories, recognizing innovation, and reinforcing that everyone is part of one brand, moving in the same direction. Why do you think Hawaiian Bros stands out as a franchise opportunity?

Our franchisee support system is strong, offering robust opening support from day one and ongoing guidance with advanced technology and industry expert input. The Hawaiian Bros franchising opportunity resonates with rising entrepreneurs who find the opportunity to grow alongside a young, flourishing brand a great addition to their repertoire. Hawaiian Bros’ low-cost buildout and affordable operational structure make us stand out to experienced, multi-unit franchisees looking to diversify their portfolio.

Franchisees aren’t just buying into a restaurant; they’re joining a brand with momentum, purpose, and long-term vision.