味亦美 WIM

In the 1980s, Taiwan's breakfast culture was dominated by traditional Chinese cuisine like rice balls and clay oven rolls. Chairman Tsai pioneered a revolution by introducing Western-style burgers to the local breakfast scene—a concept that was unimaginable before the era of McDonald's and Wendy's. This sparked a nationwide trend of Western-style breakfast. However, as numerous competitors emerged, WIM (味亦美)—once a titan with hundreds of branches—gradually faded from the vision of the younger generation.

By 2018, WayEmi lacked a formal digital presence. There was no official website for franchise inquiries, menu updates, or customer service; only scattered Facebook pages managed by individual stores. What began as a "simple website design" project evolved into a comprehensive digital era for the brand. Our primary goal was clear: Lower the average age of the customer base. Chairman Tsai's open-minded leadership allowed us the freedom to experiment with any strategy that would reintroduce WayEmi to the public.

We systematically launched the official website, verified Facebook pages, and Line@ online ordering systems. Through consistent holiday marketing and promotional campaigns, we began rebuilding a loyal community.

As WayEmi approached its 33rd anniversary, we launched a major nationwide celebration. With the support of over a hundred branches, we achieved a 12% increase in monthly revenue. Most remarkably, after meticulous calculations by our accountants, the campaign not only covered its own marketing expenses but essentially resulted in zero net marketing expenditure for the corporation, while significantly boosting overall turnover.

The lucky draw campaign surpassed all expectations. To ensure transparency and maximize engagement, we organized a live-streamed drawing event, bringing together various project partners and high-level executives from WIM. This event marked a milestone for the heritage brand, demonstrating its successful transition into the digital era through real-time interaction with its nationwide community.