Chain Leader

More Articles By Margaret Littman, Contributing Editor

• Acting Locally, Branding Nationally
  Local-store marketing has evolved beyond supporting groups in the community. Several restaurant chains have developed innovative local-store promotions that have resonated with customers and corporate headquarters. More
  
• Cameo Roll: Cinnabon at the Movies
  Cinnabon’s role in Mike Myers’ movie “The Love Guru” gave the QSR the chance to build brand awareness and better reach its target customer: the teenage male. The company took advantage of the movie tie-in by developing the L.O.V.E. Chillatta and boosted beverage sales. More
  
• Erbert & Gerbert's Sticking to its Story
  To better court its young demographic, Erbert & Gerbert’s Subs & Clubs developed a stop-motion animation video that aired on late-night TV and YouTube. The offbeat ad tallied up 1.4 million views from September 2007 to mid-June 2008, while same-store sales increased 5 percent. More
  
• Il Fornaio Promotes a Passport to Italy
  For the last 13 years, Il Fornaio’s Festa Regionale promotion has highlighted one of Italy’s 20 regions monthly with special regional menus and gifts. The Italian chain credits the travel-themed promotion for boosting same-store sales during the two weeks every month it is in effect. More
  
• Wine Bar Turns into Space Saver
  Strategic Hotels and Resort developed ENO, a high-end, low-fuss wine bar, to replace an old cafe in the corner of the InterContinental Chicago’s hotel lobby. Now, instead of being a one-off, stand-alone location, ENO is now a brand poised for expansion. More
  
• TV Ads Present a Roll Model for O'Charley's
  O'Charley's has built its latest branding campaign around its signature rolls to energize both employees and customers about the brand. The marketing efforts include humorous TV commercials and a dedicated Web site. More
  
• Creating a Buzz
  Buzz marketing has emerged as the biggest component of 21st century branding. But to take advantage of its brand-building capabilities, you have to understand the science behind it. More
  
• Cross Country Branding with Cracker Barrel
  Cracker Barrel is selling exclusive country-music CDs in its units and testing its first television ads in a decade to make the chain top of mind for new segments of the population without alienating its core customer. More
  
• TV Advertising: Mexican Imports
  Bajio Mexican Grill launched its first advertising last year as it continues with its aggressive growth plans. The commercials educate consumers about the concept’s connection to the Bajio region of Mexico, emphasize its made-from-scratch food and communicate its fun atmosphere. More
  
• Tijuana Flats' MySpace Odyssey
  Tijuana Flats Burrito Co. launched a MySpace page as part of a yearlong music competition designed to promote unknown, cutting-edge musicians while helping the fast-casual chain connect with a young, Web-centric customer base. More
  
• Ad Campaign: Savings Plan
  The rising gas prices over the past several years are certainly not the kind of warm-and-fuzzy trend with which most marketers would want to be associated. But at Huddle House, the bad news became a way for the Atlanta-based chain of 24-hour diners to connect with its largely blue-collar, male audience. More
  
• Brand Tactics: Taco Bell and KFC's Double Coverage
  A regional joint promotion brings Taco Bell and KFC together, and may set a tone for the company going forward. More
  
• Restaurant Advertising: Reverse Psychology
  King’s Family Restaurants uses its Frownie Sundae to strengthen its brand position. More
  
• Marketing: Age Appropriate
  Friendly’s uses its new interactive campaign to generate buzz among teens and young adults. More
  
• TV Advertising: Blind Faith
  Pal’s first TV campaign in a decade shows how it delivers speed and value with its eyes closed. More
  
• Brand Tactics: Bridging the Generation Gap
  Fifty-year-old HoneyBaked Ham is using its cafe concept to expand its brand’s demographic reach. More
  
• TV Advertising: First Impression
  Fatburger's first TV spot shows off its new look and helps the chain say "goodbye" to its QSR days. More
  
• Chain Restaurant Marketing: Fresh Attitude
  Saladworks unveils a new diva-style personality to help sell its premium, customized salads. More
  
• World Partners: Au Bon Voyage
  Picking the right franchise partner may help ensure Au Bon Pain safe travels as it expands to Japan. More
  
• Retention: Pick Me Up
  Manager training and retention has helped lift hourly retention at Pick Up Stix, too. More