Can a new brand catch fire quickly in a bleak market?
This chef finally had the opportunity to see a dream come true, and was determined for popularity to catch fire despite the world shut indoors.
Milwaukee, Wisconsin
Wood-fired Catering
Pop-Up Pizza Truck
Seasonal Pizzeria
Flour Girl & Flame
Can a new brand catch fire quickly in a bleak market?
This chef finally had the opportunity to see a dream come true, and was determined for popularity to catch fire despite the world shut indoors.
Milwaukee, Wisconsin
Wood-fired Catering
Pop-Up Pizza Truck
Seasonal Pizzeria
Flour Girl & Flame
Who They Are:
Dreaming Executive Chef
Dana Spandet already had her hands full as executive chef at Tall Guy and a Grill Catering, loving wife, and mom of two. But she had dreams of creating a distinctive ‘Milwaukee-style’ pizza as iconic as Chicago deep dish and Detroit pan pizza.
Rooftop Gardener + Beekeeper
Above her home, Dana's rooftop garden outside Milwaukee provides produce and herbs for every season. And because bees are vital for food production, she tends her own beehive on the roof, too, formulating a hot honey from her own ingredients.
Community Connection
Dana is a longtime supporter of many groups in the area — small independent farmers and artisans, diverse-owned businesses, along with local groups that support LGBTQ+ communities and the empowerment of women in business and life.
Who They Are:
Dreaming Executive Chef
Dana Spandet already had her hands full as executive chef at Tall Guy and a Grill Catering, loving wife, and mom of two. But she had dreams of creating a distinctive ‘Milwaukee-style’ pizza as iconic as Chicago deep dish and Detroit pan pizza.
Rooftop Gardener + Beekeeper
Above her home, Dana's rooftop garden outside Milwaukee provides produce and herbs for every season. And because bees are vital for food production, she tends her own beehive on the roof, too, formulating a hot honey from her own ingredients.
Community Connection
Dana is a longtime supporter of many groups in the area — small independent farmers and artisans, diverse-owned businesses, along with local groups that support LGBTQ+ communities and the empowerment of women in business and life.
the situation:
Finalized a Local Dough
When local farm Anarchy Acres revived a native Wisconsin wheat, Dana was determined to turn it into pizza-quality flour. After late night researching and lots of experimenting, they developed a flour that made a perfectly chewy pizza dough with light crispy edges.
Surprise Dream Come True
After a long time seeking, most friends knew Dana had her heart set on a wood-fired oven that could be hitched up to her truck. So when a connection of a connection mentioned they were selling theirs at the end of summer, Dana's phone rang immediately.
In the Middle of Shut Down
At this time, the pandemic had completely shut down restaurants, events, and catering. There was uncertainty about how long the shut down would last, or how much the public was willing to go out when restrictions lifted.
the situation:
Finalized a Local Dough
When local farm Anarchy Acres revived a native Wisconsin wheat, Dana was determined to turn it into pizza-quality flour. After late night researching and lots of experimenting, they developed a flour that made a perfectly chewy pizza dough with light crispy edges.
Surprise Dream Come True
After a long time seeking, most friends knew Dana had her heart set on a wood-fired oven that could be hitched up to her truck. So when a connection of a connection mentioned they were selling theirs at the end of summer, Dana's phone rang immediately.
In the Middle of Shut Down
At this time, the pandemic had completely shut down restaurants, events, and catering. There was uncertainty about how long the shut down would last, or how much the public was willing to go out when restrictions lifted.
the challenges:
Making Artisan Pizza Worthwhile
Pizza is easy to explain. But the details of their dough, process, ingredients, and capabilities need some explanation.
Differentiation
Getting People to “Get It” Instantly
Pizza is one piece of their robust menu, so the name needs to work with offerings ranging from oysters to hand pies.
Naming
Gathering a Strong Team Quickly
Not just for slinging pizza to the people, but also to grow together as a community around their shared dreams and values.
Anatomy
Appealing to a Wide Audience
The brand needs to look perfectly at home at farmers markets, food truck parks, and elegant weddings alike.
Design
Launching at Full Strength
It's more important than ever to gain customers quickly and keep momentum on growing their fan community.
Marketing
Continuing Lockdowns Linger
Pandemic shut downs put pressure on every pop-up event to perform well since full reopening was still uncertain.
Marketing
the aftermath:
Growing Pains
Lack of a blueprint made the brand unclear when planning a marketing push and new location design.
operations
I did something a bit crazy and bought a mobile pizza oven! Can you create a brand to help us get the business launched?
— Dana Spandet, owner, Flour Girl & Flame
the New Opportunities:
Drastic Growth
They grew rapidly in popularity, production, and staff size.
Drastic Growth
They grew rapidly in popularity, production, and staff size.
the challenges:
Making Artisan Pizza Worthwhile
Pizza is easy to explain. But the details of their dough, process, ingredients, and capabilities need some explanation.
Differentiation
Getting People to “Get It” Instantly
Pizza is one piece of their robust menu, so the name needs to work with offerings ranging from oysters to hand pies.
Naming
Gathering a Strong Team Quickly
Not just for slinging pizza to the people, but also to grow together as a community around their shared dreams and values.
Anatomy
Appealing to a Wide Audience
The brand needs to look perfectly at home at farmers markets, food truck parks, and elegant weddings alike.
Design
Launching at Full Strength
It's more important than ever to gain customers quickly and keep momentum on growing their fan community.
Marketing
Continuing Lockdowns Linger
Pandemic shut downs put pressure on every pop-up event to perform well since full reopening was still uncertain.