Industry News | January 18, 2011
Checkers Launches Expansive Digital Campaign
Checkers Drive-In Restaurants Inc., the largest double drive-thru restaurant chain in the U.S., announced the launch of its new digital campaign, which includes new websites for both its Checkers and Rally’s brands, a companion mobile Web experience, a comprehensive franchise sales website, and a broad reaching social media strategy featuring Facebook, Twitter, YouTube, and Foursquare experiences designed to interact directly with fans. Furthermore, a new communication platform called the Flavorhood was established to keep consumers informed on the latest Checkers and Rally’s promotions, coupons, news, and contests via e-mail and SMS campaigns. Checkers named MODE, a branding and interactive agency based in Charlotte, North Carolina, as its digital agency of record in March and began work on the series of initiatives shortly thereafter.
“The driving force behind Checkers’ new digital campaign stems from our guests who demand big, bold, flavorful food,” says Terri Snyder, executive vice president and chief marketing officer for Checkers Drive-in Restaurants Inc. “We wanted to create communications loaded with the same spirit that they bring through our restaurants every day. Our aim was to establish a unique online experience that engages our guests’ passion for the brand and our insanely craveable food.”
Inspired by Checkers & Rally’s over-the-top attitude and its fully loaded food, the new website was designed to be bright, fun, and bursting with energy. The homepage has three creative vignettes highlighting national promotions. As promotions change throughout the year, the scenes in the vignettes will change to match. It is a unique structure and one that represents the “live it big, load it big” spirit that is Checkers and Rally’s. In addition, the site features an easy-to-navigate interactive food story and menu, a dynamic restaurant location finder, and market specific pages that allow local franchisee groups to highlight and control their own content and promotions.
Users who visit Checkers or Rally’s on their mobile phones will receive a tailored Web experience designed for their device at http://m.checkers.com. Here they can quickly access nearby restaurants, menu items, and promotions in a dynamic, visually engaging format.
A pillar of the digital communication strategy is the Checkers & Rally’s Flavorhood, which allows the brand to communicate directly with its customers via e-mail, SMS, and social media campaigns.
Visitors to Checkers and Rally’s Facebook page now have the chance to show their passion for the brand’s seasoned fries. In exchange for playing Fry Love, fans receive a free french fry coupon. The game begins by pulling information from the users Facebook profile. Users can then post their results on their wall or play again.
From careers to franchising opportunities, checkerscompany.com is a one-stop spot for all things related to the business of Checkers. The sister site includes the latest news and franchise developments from the brand, as well as easy-to-find company facts. Checkers has more than 800 restaurants open across the U.S. As for additional expansion, the company is seeking to add several new development agreements in key markets such as New York, Atlanta, Boston, Charlotte, Providence, and Orlando.
“The new campaign we’ve created for Checkers & Rally’s has established a unique digital presence for the brand that truly resonates with fans,” says Tyler Hawes, partner and interactive director for MODE. “Digital proved to be the perfect medium to execute the company’s localized marketing strategies and we’ve already received an extremely positive response from the thousands of fans.”
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