CARL'S JR.
BELONGING
"The program is currently attracting between 13,000 and 14,000 tourists a month… In 2024, this number of visitors increased to 108,429 tourists; 128,289 in 2023 and it is estimated that 2024 will close with 150 thousand visitors with ‘Stop Over’, with an economic impact of around 206 million dollars, representing approximately 8% of the total number of tourists visiting Panama"
Pedro Heilbron
Copa Airlines, CEO
From stop to
destination
In the first half of 2025, nearly 95,000 passengers used the Stopover program, delivering an 18.5% increase compared to the previous year; plus surpassing industry benchmarks for video engagement. But the real win was how it changed the way people saw Panama, instead of just passing through, travelers began seeing it as a place to explore, and turned a stopover into the start of an adventure.
95,500
PASSENGERS H1 2025
18.5%
GROWTH YEAR OVER YEAR
One community, one voice
The playbook strengthened Carl’s Jr.’s identity worldwide while fostering a sense of belonging across its franchise network. Local teams gained alignment and creative confidence, while audiences experienced a brand that felt both globally consistent and locally relevant. To ensure adoption, we supported rollout with a global planning meeting where franchisees shared best practices across markets, two 90-minute webinars focused on trending social media and digital marketing topics, and five market support calls that provided in-depth audits highlighting strengths and areas of opportunity. By putting the star in every franchisee’s hands, and backing it with real guidance, Carl’s Jr. built stronger ties across markets while keeping its bold voice shining everywhere it appeared.
A playbook for
the star
Sangría developed a comprehensive social playbook that deconstructed Carl’s Jr.’s DNA into clear, actionable guidelines for tone, imagery, content mix, and engagement. It blended global best practices with adaptable frameworks, making it both a blueprint and a toolkit. More than a manual, it became a cultural connector, empowering local teams to activate with authenticity while staying unmistakably on brand.
Beyond the brand voice
A global presence isn’t just about visuals or taglines—it’s about creating a shared identity that feels flexible enough to work anywhere. Franchisees needed more than high-level direction; they needed clarity, confidence, and practical tools to bring Carl’s Jr.’s unapologetic personality to life in their own markets.
