Industry News | June 30, 2010
Gold Star Chili Introduces New, "Cool" Treat
Gold Star Chili recently launched its new 20-ounce milkshakes. The milkshakes are made with real, premium hand-blended ice cream and come in three classic flavors - chocolate, vanilla, and strawberry.
“Nothing is more refreshing in Chilitown USA than a cold, creamy milkshake,” says Gold Star Chili director of marketing, Charlie Howard. “Our milkshakes are made with quality ingredients, including 100 percent real ice cream, and they offer a smooth taste that will serve as a perfect complement to the spicy flavor of our famous Cincinnati-style chili.”
The new chocolate, vanilla, and strawberry milkshakes will be available at all participating Gold Star Chili restaurants for $2.99 each with whipped cream topping included. Gold Star will be marketing shakes as a “triple threat” as a beverage, dessert, or a mid-afternoon snack.
“We’ve lacked an appropriate menu item to take advantage of the growing mid-afternoon snacking day-part, and shakes help us fill this niche nicely,” Howard says. “In doing so, our marketing will be experimenting with more lifestyle, demographically focused and day-parted social media and on-line advertising initiatives to see if we can be effective in driving traffic for afternoon snacking. We will also be introducing a frequency program and YouTube video contest to promote shakes.” The introduction will also be supported in traditional media with an eight-week radio and outdoor campaign.
The new milkshakes will be part of Gold Star Chili’s permanent menu, and the regional chili chain will introduce new seasonal flavors as limited time offers throughout the year. Orangesicle shakes will tie into Gold Star Chili’s sponsorship of the local NFL team, the Cincinnati Bengals and the restaurant chain’s status as Official Chili of the Cincinnati Bengals.
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