Trust The Original

Insight: In a sea of identical competitors, quality ingredients are the only differentiator; everyone claims the original dish, but only one uses Philly.
Solution: We open unappetizing replica restaurants to highlight the lack of quality ingredients, serving bad food with a voucher to visit the "real" restaurant next door.
Result: This B2B "bait-and-switch" convinces operators to be the OG (Original) by using Philadelphia, while teaching consumers to demand the real deal.