Designed a modular point-of-purchase system to support frequent menu updates across 950+ franchised Zaxbys locations, and art directed quarterly food and lifestyle shoots to build a scalable content library used across in-store and digital channels.

Zaxbys menu changes constantly. Across 950+ franchised locations, this created inconsistent execution and a menu that was difficult to navigate at the point of order.

Built a tightly defined POP system grounded in brand clarity and speed. Food was consistently photographed on cream or navy backgrounds and paired with standardized rules for pricing, typography, hierarchy, category color-coding, and promotional flags. The system was modular by design, allowing teams to update a single menu component at a time while keeping the rest of the board intact. The photography system extended beyond in-store to paid social, digital banners, email, and the app experience, ensuring cohesion across touchpoints.

Improved menu clarity and brand consistency across 950+ locations while streamlining menu updates for internal teams, contributing to Zaxbys recognition as QSR’s Transformational Brand of the Year in 2025.