BOHAN In The News
Shoney’s Promotion Pleases America’s Sweet Tooth
Free hot fudge cake day boosts traffic, sales, menu trial
NASHVILLE, Tenn. (January 2012) – Shoney’s used one of its signature items – hot fudge cake – to fuel a promotion that boosted traffic, increased sales and got former customers to revisit the chain that is working to revitalize its brand.
“This was a major push throughout the 17 states where Shoney’s operates,” said Holly Hixson, vice president of BOHAN Advertising, which developed the promotion for Shoney’s.
The promotion was the giveaway of its signature hot fudge cake – no purchase required – on Dec. 6.
“Traffic for the entire chain was up substantially that day, and there were some locations where the increase was dramatic,” Hixson said.
BOHAN rooted the promotion in a personal message from Shoney’s CEO David Davoudpour.
An open letter from Davoudpour, published as a newspaper ad in multiple markets, explained his desire to return Shoney’s to its iconic status as a top family restaurant. It invited people to put Shoney’s to the test and enticed them with a serving of hot fudge cake.
“Guests felt the sincerity of that message. We heard that many times over via social media feedback,” Hixson noted.
Targeted newspaper advertising, including USA Today and local papers, was complemented by digital outdoor advertising, in-store messaging, social media promotion and public relations efforts such as outreach to food bloggers and on-air visits to radio DJs.
One of the promotion’s goals was to give guests the chance to sample several new items on the Shoney’s menu.
“The amount of guests who ordered something from the menu in addition to their free hot fudge cake was overwhelming,” Hixson said.
BOHAN Advertising, established in 1990 and based in Nashville, Tenn., is a full-service advertising and marketing agency. It has major clients in tourism, healthcare and consumer goods. Agency information is online at www.BohanIdeas.com.
Contact:
Tom Adkinson, APR
tadkinson@bohanideas.com
615-341-8796
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