In the teeth of the recession, Back Yard Burgers developed a new, slimmed-down marketing strategy. The roughly 200-unit, Nashville, Tennessee–based chain cut costs across the board, developed a slick-looking website, and created a social media strategy centered on Facebook and Twitter.
But Ken King, a senior consultant with National Restaurant Consultants Inc., says this was a disaster.
“Their same-store sales in some stores are down as much as 20 or 30 percent,” King says. “They’re just not reaching the public at all.”