Industry News | March 16, 2011

Shane's Rib Shack's Giving Some TLC

Shane’s Rib Shack, a Petrus Brands company, is launching their “Tender Loving Chicken” television ad campaign. The campaign will feature their white meat chicken tendersserved either hand-breaded and fried or flame-grilled—as well as smoked chicken wings, BBQ chicken, half chicken, smoked chicken salad, and fresh salads.

The “Tender Loving Chicken” ad campaign was developed to broaden menu awareness and created by Innovative Advertising, based in Covington, Louisiana. The campaign includes a multi-market cable television advertising media buy.

The campaign also includes in-store POP, print ads, new menu board panel, billboards, and VIP cards offering free “3 piece tender” meals designed to complement the local store marketing programs and increase customer frequency.

“When my wife Stacey and I opened The Original Shack in 2002, we served juicy and plump white meat chicken tenders. While our loyal customer base knew this, we never really advertised this fact—until now,” says Shane Thompson, Shane’s Rib Shack founder and president.

“We will never veer from our traditional roots, which will always include our signature slow smoked ribs, hand chopped pork, and a variety of southern sides, but we did want to let new customers know that we offer a variety of options beyond traditional BBQ,” Thompson says.

Shane’s Rib Shack is seeking to grow its franchise base and has a focused development strategy in place for 2011, which includes filling existing core markets (Georgia and Florida) and expanding to new contiguous markets (South Carolina, North Carolina, and Tennessee).

In addition, growth plans include expansion with multi-unit operators in major DMA’s east of the Mississippi. Shane’s Rib Shack offers a variety of footprints to ensure maximum market penetration and saturation points. While the standard Shane’s is between 1,800 to 3,200 square feet, the company also has the flexibility to design less traditional options as small as 600 square feet, including mall, university, and airport locations.