By 2003, Cara Operations' Harvey's business had seen a decade of decline. Fast food was coming under attack and Harvey's' 500 franchisees had lost faith. But the company still had one thing going for it: Harvey's is the only fast-food place that grills its burgers. "Long Live the Grill" became the rallying cry that could motivate everyone from customers to franchisees to the guy who grills the burgers. TV, radio, outdoor, in-store, tray liners, product packaging, and even employee uniforms carried the message, and led to the creation of a new burger worthy of a grill ' the Big Harv. When the idea was presented to 500 stakeholders and franchisees in July, it was met with a standing ovation.
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