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.
Robert Silva | Creative Professional
Graphic Designer | Web Designer | AI & Automation Specialisst
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
