CHALLENGE:
To increase sales for 30 restaurants in a crowded category – casual dining steakhouse

STRATEGIES:
Conduct LSM campaigns to heighten visibility and position Bugaboo Creek Steak House as a val-ued member of the community

TACTICS:
Hold Holiday Charity events in each restaurant, partnering with a local non-profit group. Share information and images with local journalists.

Publicize key restaurant celebrations – EX: 10th anniversary

Promote key messages to regional media: family-friendly restaurant offering its diners generous portions and quality food preparation

Schedule quarterly food drops to local radio stations, to promote new seasonal menu

Develop trade media coverage to highlight the brand

RESULTS:
Single digit sales increase since August 2007