Supply Side: Marketing Support from Manufacturers

Shari’s Restaurant's supplier partners help make the family chain’s new-product rollouts a success.

By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 10/1/2006

David Archer ticks off the ways Shari’s Restaurant’s suppliers have helped the 98-unit family-dining chain build customer traffic. There’s the appetizer manufacturer that provided a host of prizes for servers who sold a new line of menu items. Then there’s the company that came in to help upgrade the coffee program, helping to train staff on new equipment and sales techniques.

But the example the vice president of marketing calls turnkey for Shari’s comes courtesy of the supplier of its quiche filling.

Let Them Eat Quiche

The chain introduced quiche to the menu in May. The Classic Quiche features a variety of flavors including Lorraine, cheese and ham, and vegetables. It’s available as the Quiche Breakfast ($4.99), a slice drizzled with hollandaise sauce and served with fresh fruit and a toasted English muffin; and the Classic Quiche Platter ($7.99) with fresh fruit and choice of soup or salad. Customers can also take home a whole quiche for $7.99.

“Shari’s is known for pies,” Archer says. “Quiche was a natural extension of that.”

The company’s pie-topping supplier not only helped develop the egg filling for the quiche, but it also helped Shari’s sell it. The manufacturer worked with the chain to develop and create in-store marketing materials like posters, table tents and window clings. Archer says the supplier has the staff and resources in its promotions department, and Shari’s was able to use them almost like an advertising agency.

Gaming Authority

The manufacturer also created scratch-and-win cards tied to the quiche rollout. Every card offered something, from $1,000 in cash and $250 gift cards to free quiches and buy-one-get-one-free offers.

“A kit showed up at the units, and quiches started flying out the door,” Archer says. Although he can’t quantify how many quiches Shari’s has sold, he says it has exceeded expectations. “It’s done really well,” Archer says.

The marketing push was meant to raise awareness of the new product line among existing customers and “hit it with a big bang,” according to Archer. The company claims 39 percent of its guests visit at least once a week and 69 percent come in at least once a month.

“It’s a win-win,” he says. “They’re looking to sell more product. We’re looking for support for our efforts.”