Industry News | April 23, 2013

Fans Choose Next Quaker Steak & Lube Locale: Toledo

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Quaker Steak & Lube, known for its Best Wings USA and more than 20 sauces, announced that Toledo, Ohio, is the winning city of the company’s innovative social media promotion, “I Want My Quaker Steak & Lube!” 

For the past two months, loyal Lubies around the world took to the official Quaker Steak & Lube Facebook page to vote where in the country the next restaurant will be developed.

The company launched the campaign on February 6, and urged fans to nominate the next city Quaker Steak & Lube should call home.

On February 21, 10 cities across the country were announced into the final round, and for the following eight weeks, Lubies continued to vote where Lube Nation would grow to next. 

“Lube Nation has responded with full-blown support to this social media campaign—it was extremely exciting to watch as the votes came in and hear our Loyal Lubies share their passion for the brand and help aid in our expansion efforts,” says John Longstreet, president and CEO of Quaker Steak & Lube. 

“We look forward to breaking ground in the Toledo, Ohio, area to share our award-winning food and SuperCharged events with the community,” he adds. “Residents of the Toledo area, get ready to Live it, Love it, Lube it.”

Within 24 hours of launching the campaign on Facebook, fans flocked to the page to nominate their city.

Nearly 100 percent of the application’s daily visitors made a nomination on the page. In total, more than 2,500 Facebook fans participated in the contest and battled to push their city to the top.

Quaker Steak & Lube is seeking out development areas within the Toledo area to begin building the new restaurant.

The compelling décor—including race cars suspended from the ceilings, motorcycles, Corvettes, and gas station memorabilia—combined with its food and SuperCharged events, has created a cult-like following for The Lube for more than 38 years.  

The company experienced significant growth in 2012, with 11 restaurant openings, a 22 percent increase from the previous year, and a 13 percent increase in systemwide revenues.

The company has nearly 60 locations to date and began its Texas Takeover with three openings in Waco, Carrollton, and Plano.