New marketing campaigns showcase more than menus

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Fazoli’s picks four-prong turnaround spot

For Lexington, Ky.-based Fazoli’s, discussing all the initiatives of the past two years that have driven 20 consecutive months of same-store sales growth in a 30-second commercial required the chain to “show, not tell” customers about the “Whole New Fazoli’s.”

The ad, which will begin airing Monday, takes place in a newly refurbished restaurant and highlights the four prongs of the quick-service Italian chain’s turnaround: remodeled stores, an enhanced menu, new table service, and real plateware and silverware.

Watch the "Whole New Fazoli's" commercial; story continues below

“The last TV campaign we did was ‘The Return to Real Food,’ where the fork was the star, and we wanted some continuity with that,” chief marketing officer Cathy Hull said. “We had four strong messages to convey to our guests, and we needed to get inside a restaurant to demonstrate it.”

She added that the brand dropped a print advertisement March 29 to seed some awareness for the new marketing campaign and to pre-empt Easter. In the past week, same-store sales rose by low double digits and guests counts increased in the high single digits, said chief executive Carl Howard.

“We’ve seen guest frequency improve already because they’re getting a better product in a refreshed environment,” Howard said. “It’s a really unique environment we’re giving guests at our check average.”

The brand will look to retain the increased traffic from new advertising with a hospitality training program that coaches cashiers to become menu experts and help customers order as if they were casual-dining servers, he added. The upgrade also would have more managers on the floor, visiting with guests.

Hull said the new commercials did not represent a large incremental investment in marketing dollars, but did reallocate some funds to TV and shifted some media buying up into the second quarter.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN