Mel's Drive-in Franchise Sales Branding

Franchise Sales Branding and Website

Introduction

Mel’s Drive-In is an iconic Los Angeles restaurant with more than 70 years of history. Known for its nostalgic charm and frequent appearances in TV and film, it’s more than just a restaurant—it’s a legacy. NM+U was brought in to help take Mel’s into the franchise space, developing the brand for restaurant franchise sales and building the tools to support its franchise launch strategy.

Challenge

Franchise sales marketing always requires a tailored approach, but in Mel’s case, the challenge was even more specific. The goal wasn’t just to attract individual buyers—it was to appeal to institutional investors and multi-unit developers capable of launching multiple locations. Selling a franchise like Mel’s meant selling more than a business model; it meant selling a cultural institution. The strategy needed to reflect the weight of that legacy while still presenting a scalable restaurant franchise opportunity.

Solution

NM+U began by creating a new franchise sales website that would serve as the hub for lead generation and information. With no existing brand guidelines for franchising, we developed a visual identity that blended retro Americana with modern sensibilities, honoring Mel’s heritage while positioning it for national growth.

A dedicated franchise sales page was added to drive traffic and generate interest. We also created a restaurant franchise marketing campaign that included targeted digital ads and a custom email automation series to nurture leads and move prospects further down the funnel. These efforts ensured that once interest was captured, franchise prospects stayed engaged—a key factor in the longer sales cycles typical of multi-unit restaurant franchise development.