Competition | September 2010 | By Robin Van Tan

10 Reasons to Celebrate

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The Chick-fil-A Cows

Some of the restaurant industry's biggest names are celebrating anniversaries this year.

All the Right Moo-ves

15
years

Shortly after the original 3D “Eat Mor Chikin” billboard went up in Atlanta in 1995, customers called Chick-fil-A to say how much they liked it. “They found it very funny and unexpected, and that’s really the crux of the idea: Cows acting in the interest of self-preservation encouraging us humans to eat chicken instead of beef,” says Rod Ulrich, principal at the Richards Group, Chick-fil-A’s creative agency. The cows have been featured in various forms since then.

Cow Calendars “We always want our calendar to be fresh and irreverent. For 2011, the theme will be the cows of reality TV.” —Mary Clancy Peak, manager of advertising and campaign, Chick-fil-A

Continued Billboard Marketing “In new markets we start with the basic ‘Eat Mor Chikin’ message, but the Atlanta market has seen the cows for 15 years. We can play with the campaign a little more there.” —Mark Baldwin, senior publicity consultant, Chick-fil-A

Social Media “At one point, the cows had more fans on Facebook than Oprah did.” —John Keehler, principal, digital strategy, the Richards Group

Cow Appreciation Day “Last year we had close to 400,000 people dress up like cows to get a free meal, and it wasn’t just kids. People just love the campaign and our food.” —Mark Baldwin, senior publicity consultant, Chick-fil-A

Jamba Juice

Nontraditional Know-How

20
years

Almost 18 percent of Jamba Juice’s 745 stores are nontraditional. “It’s a great way of creating more brand awareness and reaching customers where they are,” says Thibault De Chatellus, senior vice president of franchise and development at Jamba Juice. Check out his top tips for nontraditional locations.

Have a flexible footprint: “Some of our campus locations are in a large format and have the same seating as a traditional store. Others are very small kiosks that rely on existing seating at the venue. You can’t necessarily build a prototype store.”

Streamline operations: “We’ve adjusted training practices, reduced the menu items, and reduced the number of areas where prep and other procedures happen at our nontraditional stores. The simpler you can make your operation, the better the consistency of execution.”

Emphasize grab-and-go offerings: “The venues that typically have nontraditional stores are airports or colleges or grocery stores. People there want products they can consume while doing other things.”

Seek sites with heavy foot traffic: “You’ll probably find the lowest-revenue Jamba is a nontraditional store, and close to the top-earning Jamba is nontraditional. The thing that makes the difference is the level of traffic at the location.”

The Blizzard

Dessert Comes First

25
years

Some of the restaurant industry's biggest names are celebrating anniversaries this year.

This year marked Dairy Queen’s 70th birthday—but the chain isn’t exactly celebrating. Instead, it’s focusing on the Blizzard’s 25th anniversary.

“While consumers have a wonderful connection to the DQ brand, those same consumers have a wild, crazy passion for the Blizzard brand,” says Michael Keller, DQ chief brand officer.

The ice cream treat has factored heavily into DQ’s national marketing calendar the past several years, but this year, the entire calendar revolved around the product.

“We asked ourselves, ’What can we do that would really turn the Blizzard-loving world upside down?’” Keller says. After months of brainstorming, a Blizzard Mobile that would make 75 stops in 25 cities and give out 100,000 Mini Blizzards was the answer.

“It became the basis for a huge social media campaign we’ve undertaken,” Keller says. “We announce all the events and activities for what we’re doing on Facebook.”

The Blizzard Mobile also helped introduce customers to the Mini Blizzard, which launched in August. The campaign’s gotten the buzz DQ hoped for.

“We’re up 14 percent year-to-date in Blizzard sales as of June and up 100 percent in April 2010 versus April 2009. That in a post-recession economy.”

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