Based in Huntington Beach, Calif., Innocean will assist the Habit in further refining the brand voice and creative positioning to effectively reach today’s changing consumer. A major part of this effort will focus on buzzworthy communications and digital strategies to connect with the Habit’s existing and new guests. Celebrating its 50th anniversary this year, the Habit was recently ranked as one of the top 10 fastest growing chains in the US by Nation’s Restaurant News.

“After an exhaustive search for a partnering agency to help us reinforce our brand development efforts, we selected Innocean for their inventive approach to brand building and smart creative, as well as their impressive data capabilities. We’re excited to work closely with the Innocean team, and we believe that together we can connect the brand with our guests in new and meaningful ways,” says Iwona Alter, the Habit Restaurant’s chief brand officer.

“When we started talking with the Habit team, we immediately recognised the tremendous potential to build on the strong connection the brand already has with its guests, which matches our philosophy,” adds Steve Jun, Innocean USA president and CEO.  “We look forward to this opportunity to help the Habit move the brand forward with exciting new strategies and innovation.”

Last year, Alter joined the Habit to spearhead the company’s expanded marketing efforts. With more than 20 years in consumer marketing, Alter has concentrated on growing the brand’s awareness across the country, particularly as the company enters new markets.

The Habit also created a new position of vice president of digital marketing and announced the addition of Brandon LaChance for that role. LaChance brings deep restaurant industry experience having held leadership roles in marketing at the Carl’s Jr./Hardee’s and Burger King brands.

The Habit has been strategically investing in marketing and digital platforms such as mobile app and self-service kiosks to leverage the company’s points of differentiation.