How Milkshake Factory Protected Its Brand While Scaling Nationally
Emerging franchise brand secures consistent signage execution and eliminates decision fatigue across all new locations
Industry
Fast-Casual Restaurant
Location
Nationwide
Project Goals
- Multi-Site Branding
About the Project
When Micah Keith first joined Milkshake Factory as a franchisee, the Pittsburgh brand was preparing for major national expansion. With experience at Nestlé and Almond Breeze, Micah knew consistency is table stakes for fast-growing franchises. "We're an emerging brand," he said. "Consistency is everything. If we gave too much leeway, every store would look different. That's why signage is so critical to control."
But as Milkshake Factory scaled across new markets—from Pittsburgh to Utah—a challenge emerged: How could corporate ensure every franchisee made smart signage decisions?
Industry
Fast-Casual Restaurant
Location
Nationwide
Project Goals
- Multi-Site Branding
Consistent Brand Execution Across Expanding Territories
Single Point of Contact for Signage
Eliminated Vendor Decision Fatigue for Franchisees
Seamless Permitting and Installation (Zero Surprises)
Evolved Brand Expression with Each New Installation
The Challenge
Expansion required total consistency across locations
Decentralized decision-making put the brand at risk
Corporate needed to mandate a vendor but without creating resentment or friction
Rapid growth meant no room for learning curves or brand mistakes
Previous vendor experience created doubt about scaling nationally
“The Silicon Signs team really thought through the details. That kind of proactive thinking made a huge difference for my store.”
The Solution
Silicon Signs became the exclusive signage partner for both exterior and interior projects
Proactive strategic thinking (beyond just executing orders)
Responsive partnership that adapts to individual franchise situations
Full management from permitting and landlord approvals to installation
Proven ability to evolve brand execution as it matured
"I was the very first franchisee," Micah noted. "As I look at newer installations, I've seen our graphics evolve. Little touches—like wood trim or different materials—have elevated the brand. Whether that came from Silicon or our brand team, it's been a great evolution."
This isn't just about consistency—it's about letting the brand grow while staying consistent.
Now, for corporate, every location opens on brand without policing. And for franchisees, they know what to expect and can be confident before and after they open their first store.
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