Sammy’s Hot Chicken

Bold QSR brand + multi-channel ordering with an AI “heat-level” bot

Restaurant/QSR · Miami, FL · 6-week launch

At A Glance

My Role

Creative Director / Art Director / PM

Services

Branding system · Shopify ordering · Content kit · AI chatbot (web/IG/WhatsApp)

Tools

Illustrator, Shopify, ManyChat (cross-platform bot), KDS routing.

Tools

Brand → launch in 6 weeks.

Deliverables

Logo + “Scoville” visual system, menu/packaging, site + bot flows, promo/LTO templates.

Challenge

Create a commercial, instantly memorable hot-chicken brand that feels like classic fast-food—but modern—and launch with an ordering system that works across website, Instagram DMs, and WhatsApp on day one.

Direction

Design an “unapologetically spicy” identity—punk attitude meets ’70s fast-food nostalgia—and build a frictionless ordering journey that the same chatbot can handle on web and social. Heat-level choices drive the UX, with fun interactions and upsells tuned to spice preferences.

Solution

Branding & Visual System

Cracked-texture logo (crispy-batter vibe), Scoville-scale color coding for heat levels, and chili-pepper motifs that scale from packaging to signage.

Web & Digital

Shopify storefront (chosen for delivery-app integrations and future ghost-kitchen expansion) with menu variants mapped to heat levels and sides.

Content & Marketing

Launch kit with social templates/LTO cards and a playful tone designed to spark UGC (emoji-led prompts for orders in DMs).

AI & Automation

One cross-channel chatbot handles web, Instagram, and WhatsApp orders; suggests cooling sides based on heat chosen, flags custom mods (e.g., “extra crispy”), and routes confirmed orders to the kitchen/loyalty systems.

300+

Orders opening day; 45% from social channels.

+35%

Order-accuracy improvement over phone orders.

200+

UGC posts with #SammysNotChicken in month one.

Closing

Sammy’s shows how a brand with attitude + smart ordering can turn social DMs into real revenue. If you’re launching a QSR—or want multi-channel ordering that feels fun and fast—I can lead the brand, build the storefront, and design the bot that keeps the line moving.