Industry News | July 9, 2012

Zaxby’s Recruits Singer Lee Ann Womack to Promote LTOs

Birthday Cake Milkshake
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It’s a summer of celebration for Zaxby’s guests as the chain returns two fan favorites, The Roadhouse Zalad and Birthday Cake Milkshake, as part of its latest limited-time-only promotion. Zaxby’s casts country music star Lee Ann Womack to promote the much-loved menu items in four TV spots that begin airing today.  

“We strive to offer our guests new and unique menu options, but we also recognize the appeal that many of our past, limited-time menu items have had over the years,” says Zach McLeroy, CEO and co-founder of Zaxby’s. “Reintroducing these old favorites is our way of surprising our guests and giving them another taste of their favorite items.”

The chain continuously interacts with its more than 475,000 Facebook fans who request the return of many of its limited-time menu items.

“We are constantly seeking feedback from our guests, in person, by email and through social media. Our guests loved the Birthday Cake Milkshake and The Roadhouse Zalad and many were passionate in asking us to bring them back … so we are,” McLeroy says.

Zaxby’s also communicates with its fans about the selection of its newest celebrity to be featured in the chain’s entertaining “Indescribably Good” advertising campaign. Through Zaxby’s Twitter handle @Zaxbys, guests are encouraged to tweet their suggestions with the hashtag #ZaxbysNextCeleb.

Womack, known for her award-winning country music, is the newest celeb selected to join the long list of stars who have appeared in recent years.

In two of her TV spots, Womack shares the surprise of the Birthday Cake Milkshake’s indulgent flavor. The cake-batter flavored milkshake is mixed with festive multicolored sprinkles, blended into a delicious frozen treat and finished off with chocolate whipped topping.

Zaxby’s guests can once again enjoy the rich and creamy shake, originally introduced in the summer of 2010 to celebrate Zaxby’s 20th year.

Additionally, Womack dines on the Southwestern-inspired Roadhouse Zalad in two commercials. A salad with some giddyup, The Roadhouse features a combination of slow-roasted flavor with a Southwestern grilled chicken breast, a savory blend of fire-roasted corn, black beans and sweet peppers, crispy potato sticks, and cheddar and Jack cheeses served on an abundant bed of fresh greens. The salad is complemented with a side of signature Roadhouse dressing.

The commercials will begin airing today in 47 markets throughout the chain’s operating area. Keeping with tradition, Zaxby’s Facebook fans received an exclusive look at the spots prior to TV broadcast.