When Axum Capital Partners was looking to expand its restaurant portfolio with the 30-year-old, southern Back Yard Burger brand, they turned to starrdesign. With the “better burger” quick service brand floundering, Axum needed to evaluate its future potential. The great potential was clear, if the brand returned to its founder’s principles of quality, true hospitality and a commitment to providing the best burger in its category while not sacrificing for convenience. This meant delivering freshly cooked, flame-grilled burgers, sandwiches and salads in drive-thru time frames and a warm, friendly, updated southern environment that reminisces a beautiful back yard. This required significant changes amongst the company’s leadership, branding and facilities, which are well underway and will ultimately revive the once industry-leading brand.