THE NAUGHTY GREEK

INSIGHT
QSR traditional Greek food is mostly made from frozen ingredients and has the stuffy perceptions of ancient Greek clichés.

IDEA
Create a unique Greek food brand and dining experience that breaks the mold. Appeal to diverse new audiences and the local Greek community in the Twin Cities. Communicate the authentic, fresh ingredients and passion for healthy foods. Create a robust brand that is social media friendly, engages patrons and encourages shares. Build a strong brand equity for quick expansions. Test and prove different QSR format concepts under one master umbrella brand.

RESULTS
The rebrand turned The Naughty Greek into a breakout success across every format:
Grab n’ go QSR + Delivery: Launched strong, hitting 1.5× above first-year revenue goals.
Sit-down + catering: Doubled down on success, delivering 2× the revenue of Format 1 in Year 1.
Skyway lunch QSR + downtown delivery: Captured the office crowd, reaching 90% of Format 1 revenue in its first year.
Grocery retail: Rolled out signature dips and pitas, expanding rapidly into multi-store regional chains.

Impact: A bold, unified brand that built strong recognition and loyal fans — and a big win for founder Angelo. TNG was voted Best Greek Restaurant in the Twin Cities three years running, solidifying its place as a hometown favorite and category leader.