A Mission to Build the Brand In the restaurant market, branding is a critical asset. This is especially true for restaurant chains. Here, building construction is heavily connected to the brand identity, even as local variations are permitted. For MISSION BBQ (https://mission- bbq.com/), the brand is reflected in their buildings (such as the corrugated metal awnings), in their people (they like to hire vets), and in their practices (such as standing for the national anthem at noon each day). MISSION BBQ, headquartered in Glen Burnie, Maryland, was founded on September 11, 2011. Their message is one of patriotism, service to those who serve or have served, and close relationships with first responders. And, let’s not forget the barbeque! Each grand opening for

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